Fresh veg, deliciously affordable campaign partners (L-R): Michael Coote, CEO, AUSVEG; Dr Robyn Littlewood, CEO, Health and Wellbeing Queensland; Elizabeth McIntyre, CEO, Outdoor Media Association
Elizabeth McIntyre, CEO of the Outdoor Media Association, says: “Out of Home connects with Australians no matter where they’re moving throughout the day; whether it is on your morning commute, when you’re at the shops, or at a health check-up.
“The Fresh veg, deliciously affordable campaign will be in prime position to encourage everyone to eat more vegetables.
“Out of Home reaches 97% of Australians weekly and is the only medium that can deliver nationwide messages at scale. We have an important role in public conversation, and we’re proud to be harnessing our channel’s power to promote better health outcomes.
“The Out of Home advertising industry has donated more than $41 million in advertising value over the past five years to promote our annual industry-led education campaign as part of their commitment to the OMA National Health and Wellbeing Policy.”
Dr. Robyn Littlewood, CEO of Health and Wellbeing Queensland, says: “Vegetable consumption remains low at a time when food insecurity is increasing, and the burden of potentially preventable chronic disease continues to grow.
“Many Australians are cutting back on meals to pay bills yet veggies remain one of the most affordable ways to improve health, costing around $0.70 per serve, compared with common snack foods like chips and muesli bars, which cost $0.84 or more per serve.
"Eating more vegetables is a simple, cost-effective solution. Even small daily changes make a meaningful difference, just one extra serve a day can help reduce the risk of chronic disease.”
The campaign also recognises that declining vegetable consumption has consequences beyond health. Australia’s vegetable growers are facing rising costs, climate pressures and weak demand, with the latest AUSVEG industry sentiment survey showing two in five growers considering leaving the sector within the next 12 months.
Michael Coote, CEO of AUSVEG, says boosting vegetable consumption supports both public health and the future of Australian vegetable production.
“Australians are currently eating around 1.8 serves of vegetables a day – only about a third of what’s recommended.
“Fresh veg, deliciously affordable helps grow a healthier, thriving and more secure food future for Australia. By aligning demand-side behaviour change with supply-side sustainability, the campaign aims to support long-term benefits for health, households, growers and the wider food system.
“Encouraging people to add just one more serve a day can improve health outcomes and help strengthen demand for Australian-grown vegetables, supporting growers and regional communities.”
More information about the Fresh veg, deliciously affordable initiative is available at boostyourhealthy.com.au, including recipe ideas, shopping tips and nutritional information.
Participating OMA members include: Australian Outdoor Sign Company (AOSco), Bishopp Outdoor Advertising, Cartology, Civic Outdoor, Ei Media, Gawk, Gipps Outdoor, goa Billboards, GoTransit, JCDecaux, JOLT Charge, Locus Outdoor, LUMOS, Motio, Multicultural Outdoor (MCO), nettlefold, OA Collective, oOh!media, Outdoor Systems, POA Billboards, QMS, Revolution360, S&J Media Group, Scentre Group Brandspace, S Connect - Stockland, Stream Outdoor, Tayco Outdoor, THINK Outdoor, Tonic Media Network, TorchMedia, Val Morgan Outdoor (VMO), Vicinity Centres, yStop.