OMA brings back healthy eating campaign for 2024

By AdNews | 30 January 2024

The Outdoor Media Association (OMA) has launched its Fresh veg, deliciously affordable initiative in partnership with Health and Wellbeing Queensland and Nutrition Australia, encouraging Australians to eat a healthier, more cost-effective diet.

This year’s initiative will see advertising signs rolled out at locations across the country including train stations, bus stops, airports, office lobbies and even on roadside billboards, reminding consumers about the benefits of healthy eating.

The out of home advertising campaign has been designed by JCDecaux Creative Solutions. It will run for four weeks until the end of February.

The campaign can also be seen online across Carsales, Guardian Australia, Nine, Pedestrian Group, REA Group, Seven West Media and Yahoo! Australia – who have all contributed pro bono promotional space.

The initiative will also be supported by a suite of online resources including recipes, shopping tips and nutritional advice.

OMA CEO Elizabeth McIntyre says she is thrilled to be bringing back the initiative for another year with support from the outdoor media industry’s participating members.

“With such mass reach this campaign consistently gets results. Our post-campaign research from 2023 shows our healthy eating advertisements are a catalyst for change in consumer behaviour," she says.

“This year’s message reminds everyone that eating well not only improves your health but is a more cost-effective option. We know this is something that’s so important right now, with Aussie families looking for ways to save.”

The Fresh veg, deliciously affordable initiative will see the Outdoor Media industry donate more than $3 million in advertising space to promote healthy habits among Australians.

Although recent data shows food prices have risen in all major capital cities, fresh fruit and vegetables are defying the inflationary trend, experiencing a 3.7% cost decline.

Participating OMA members include: Australian Outdoor Sign Company (AOSCo), BIG Outdoor, Bishopp Outdoor Advertising, Blue Tongue Outdoor, Cartology, Civic Outdoor, EiMedia, Gawk Outdoor, goa, Go Transit, JCDecaux, JOLT, Lumos, Motio, nettlefold, oOh!media, Outdoor Systems, Paradise Outdoor Advertising, QMS, Stockland, The Media Shop (TMS), Tonic Media Network, TorchMedia, Total Outdoor Media (TOM), Val Morgan Outdoor (VMO) and Vicinity Centres.

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