OMA announces $3m pro bono campaign for Department of Health

Members of the Outdoor Media Association (OMA) are donating out of home advertising spots across Australia for a healthy food campaign run by the Australian Government Department of Health.

It follows the launch of the National Health and Wellbeing Policy by OMA in 2020, with the industry pledging up to $3 million each year to a health promotion campaign.

Image supplied by OMA

The inaugural campaign launched in partnership with the Department of Health, and encourages people to “add an extra handful of veggies” to their meals or snacks.

The out of home advertising also promotes different types and amounts of foods that are required to live a healthy lifestyle based on the recommendations in the Australian Dietary Guidelines.

OMA acting CEO Kylie Green said the campaign is designed to be bold, bright and straightforward in its messaging, and is being strategically placed around community hubs and schools.

“The outdoor advertising industry is proud of our leadership on this issue and we are happy to be working with the Australian Government Department of Health on this initiative,” she said.

“It reminds us that something as simple as adding an extra handful of veggies to our meals or snacks can result in great health benefits.

“We aim to place this campaign strategically in and around community hubs and schools, and on various digital signs nationwide. I

“It also coincides with children going back to school, as well as many of our new year’s resolutions, to start the year off with a health kick. This message is intended to tap into and reinforce that sentiment.

Green added: “Research from our recent campaign with DrinkWise, reminding parents that ‘Children can inherit more than your looks’, tells us that 25% of people who saw the campaign said they were likely to drink more moderately.

“This result, coupled with other campaign results, proves that a simple bold message on our signs cuts through and encourages people to change their habits.”

OMA members participating in the campaign are BIG Outdoor, Bishopp Outdoor Advertising, goa, JC Decaux, Ooh Media, Outdoor Systems, Paradise Outdoor Advertising, QMS Media, and Think Outdoor.

Minister for Health, the Hon Greg Hunt MP, said the campaign is about encouraging Aussies to change their diets, with the donated advertising space set to reach up to 12 million people.

“I am delighted the Outdoor Media Association is partnering with the Department of Health on this important initiative to encourage more Australians to live a healthier lifestyle by eating more vegetables,” the Minister said.

“Only one in 20 adult Australians and one in 17 children eat the recommended amount of fruit and vegetables – and so we need to encourage Australians to consider changing their diets to consume more fruit and veggies.

“Eating vegetables provides essential vitamins, minerals and dietary fibre, and helps to reduce the risk of coronary heart disease, stroke and weight gain. Vegetables also make great snacks for adults and children.

“It is expected this initiative involving donated advertising space will reach up to 12 million Australians. I congratulate members of the Outdoor Media Association for utilising their signs to make a positive difference to the health of Australians – including children returning to school – across the country.”

The ‘Add an extra handful of veggies’ campaign will be in-market for four weeks, from Sunday 24 January to Saturday 20 February 2021.

Green added: “In 2019, OMA members donated $87 million in advertising space to more than 230 not for profit organisations and community groups.”


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