OMA launch $3m campaign to promote healthy eating via Poly
The Outdoor Media Association (OMA) has launched a new campaign aimed at tackling obesity and encouraging Australians to eat more veggies, in partnership with Health and Wellbeing Australia and Nutrition Australia.
Rolling out by OMA Members nationally from January 29, coinciding with back-to-school, “Healthy Returns” is a timely reminder of the high rates of childhood obesity.
The campaign was developed in direct response to the Fruit and Vegetable Consortium Report 2022, which found 91 per cent of Australians were not consuming the recommended five plus serves of vegetables per day; that one in four Australians admit to only eating a single serve of vegetables per day; and only nine percent of children aged 2-17 years eat enough vegetables.
Designed by oOh Media’s creative and content hub Poly, the campaign will run for four weeks to February 25, and is valued at more than $3 million.
The campaign will also be available on Woolworths’ instore and online platforms, across the Yahoo! network an realestate.com.au, with all having contributed pro-bono promotional space.
The creative will encourage families to “buy in season for healthy returns”, reflecting the OMA’s National Health and Wellbeing Policy, restricting the placement of unhealthy food and drink advertising near schools.
Addressing the current cost-pressures of buying fresh food, the work offers a solution for Aussie families, who can save money and eat well by buying in-season produce.
Also supporting the campaign is a group of Australian chefs including Trisha Greentree of 10 William Street, Hamish Ingham of Redbird Chinese and Tequila Daisy and O Tama Carey of Lankan Filing Station, who through thee campaign will shared veggie-based recipes to feed the family.
OMA CEO, Charmaine Moldrich said the outdoor media industry is “committed to tackling rates of obesity through its National Health and Wellbeing Policy”.
“This year the advertising space our members have donated will reach 93 per cent of Australians over the four week campaign. This is a very powerful investment in public health campaigning,” she continued.
“With such mass reach, more than any other advertising channel, we are getting results. Our post-campaign research from 2022 shows our healthy eating campaigns are working as a catalyst to change behaviour.
“This year’s message is all about buying in-season vegetables to help keep costs low at the supermarket checkout. It’s timely, given the increasing cost of living in the last 12 months.”
Nutrition Australia Victoria, SA, Tasmania, WA CEO, Lucinda Hancock added: “Recent research has shown the alarming decline in vegetable consumption for Aussie families with 91 per cent of us not getting the recommended 5+ servings a day – a statistic we can all work together to change.
“Nutrition Australia is excited to band together on this campaign to show that not only are vegetables delicious and fun with incredible health benefits but buying in season veg helps save money and supports Aussie farmers.”
Chief executive officer of Health and Wellbeing Queensland, Robyn Littlewood said the rising cost of living is changing the way Queenslanders eat.
“A recent report found seven in ten Brisbane shoppers say the cost of fresh produce is influencing the amount of veggies they eat.
“By highlighting the savings you can pocket with in-season veggies we hope we can encourage everyone to engage in healthy eating habits.”
He continued: “This campaign is all about improving health and reducing the cost of the weekly grocery shop.”
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Charmaine Moldrich
Health and Wellbeing Queensland
Lucinda Hancock
Nutrition Australia
OMA
oOh!MEdia
Outdoor Media Association
POLY
Robyn Littlewood
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