OMA says ‘eat your veggies’ in new public health campaign
The Outdoor Media Association has launched this year’s ‘fresh veg, deliciously affordable’ campaign, with the goal to highlight the affordability of fresh produce in a cost-of-living crisis, and the “versatility and benefits of fresh veggies”.
The campaign is a partnership between the OMA, long-standing partner Health and Wellbeing Queensland, and new partner AUSVEG – the peak body for Australia’s vegetables, potatoes and onions industry. It focuses on research that found Aussies are eating just 1.8 serves of vegetables daily, and aims to encourage Australians to add one more serve a day.
The campaign launches today and will run through February.
OMA’s chief Elizabeth McIntyre said the out-of-home industry has “the unique ability to reach Australians wherever they are”, and that “by promoting fresh vegetables as affordable, delicious, and easy to include in meals and snacks, this campaign delivers a powerful message that resonates with families across the country”.
The economic benefits that families see will flow onto the farming industry – also struggling through the current economic crisis.
“This campaign couldn’t come at a more crucial time for Australia’s vegetable growers,” explained Michael Coote, CEO of AUSVEG.
He said that declining demand, combined with rising production costs, has left over a third of growers to consider leaving the industry in the next 12 months.
The campaign “helps reconnect consumers with fresh produce,” Coote continued, “while showcasing our industry’s key role in the economy and public health.
“By adding just one more serve of vegetables daily, Australians can improve their health, support local growers and boost the economy by $4.68 billion by 2030, through increased spending, new jobs and reduced healthcare costs.”
This is the fifth healthy eating campaign ran as part of the OMA’s National Health Policy, a commitment to use out-of-home media to amplify public health messaging.
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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