OMA’s annual health initiative tells Aussies to save by eating fresh

The Outdoor Media Association (OMA) has partnered with Health and Wellbeing Queensland and Nutrition Australia to launch its annual health initiative to encourage Australians to eat more fresh food.

The ‘Fresh veg, deliciously affordable’ initiative was launched nationally on 28 January and will run for four weeks until the end of February, leveraging more than $3 million worth of advertising space donated by OMA industry associates.

Designed by JCDecaux Creative Solutions, the campaign will be seen across OOH locations including train stations, bus stops, airports, office lobbies and roadside billboards, and will also feature online thanks to the pro-bono contributions of Carsales, Guardian Australia, Nine, Pedestrian Group, REA Group, Seven West Media and Yahoo! Australia.

The initiative, now in its fourth year, launches as households face surging food prices, which have risen 4.8% across Australia in the last year according to the Australian Bureau of Statistics’ Consumer Price Index.

With the data showing that fresh fruit and vegetables have defied the inflationary tend, declining 3.7% in cost in the last year, the campaign messaging will remind Australians that eating healthy does not have to be expensive.

OMA CEO Elizabeth McIntyre said the organisation’s annual health initiative had proven to get consistent results, with post campaign research from 2023 indicating its “healthy eating advertisements are a catalyst for change in consumer behaviour”.

“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 website for the initiative,, will also feature resources that focus on the health and cost benefits of eating fresh food, including recipes, shopping tips and nutritional advice.

Health and Wellbeing Queensland CEO, Dr Robyn Littlewood noted that the rising cost of groceries is changing the way Australians eat.

“Research shows that buying fruit and vegetables that are in season is not only healthy, but it saves you money at the checkout,” said Littlewood. “By highlighting the savings you can pocket with in-season veggies, we hope we can encourage everyone to engage in healthy eating habits.”

Nutrition Australia health program manager and advanced accredited practicing dietician Amber Kelaart added that making small changes to diet could create a big impact.

“Vegetables are nutrient dense and one of the best value ways to improve your physical health and sense of wellbeing.”

OMA members participating in the campaign 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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