As cost-of-living pressures continue to shape how Australians think about healthy eating, Outdoor Media Association (OMA) members joined forces to donate $12.5 million in advertising value to help put vegetables at the top of the shopping list. Delivered in partnership with AUSVEG and Health and Wellbeing Queensland, the Fresh veg, deliciously affordable campaign showed that vegetables can be a simple, affordable choice for households across the country.
Running from 2 February to 1 March 2026, the campaign reached more than 9.6 million people across every state and territory, with 30 OMA members participating.
An independent national post-campaign survey conducted by Dynata found one in three people remembered the campaign, with the results pointing to strong cut-through and a clear influence on attitudes and intent. Out of those who remembered the campaign:
85% were encouraged to make healthier eating choices
OMA Chief Executive Officer Elizabeth McIntyre said the industry is proud to support important public conversations.
“Out of Home is the only medium that can deliver nationwide messages at scale, reaching 97% of Australians every week. This year’s result takes the total donated advertising value for these OMA-led health education campaigns to more than $53 million since 2021, and we are proud of the role we are playing to drive change through impactful public health messaging.”
Dr Robyn Littlewood, Chief Executive Officer, Health and Wellbeing Queensland, said “Life is busy, and we know, for lots of reasons, Australians aren’t eating enough vegetables. Adding more veggies to your weekly shop is a simple step that can improve nutrition, lower the risk of chronic disease, and even save money at the checkout. Thanks to the support of the outdoor media industry, this vital message is now reaching audiences nationwide."
Michael Coote, Chief Executive Officer, AUSVEG, said: "This year’s outstanding campaign results demonstrate the positive impact that outdoor advertising has in driving healthier eating habits across Australia. With families continuing to face cost of living pressures, Australian vegetables remain an affordable and nutritious choice, and AUSVEG is proud to continue partnering with the Outdoor Media Association and Health and Wellbeing Queensland.”
The campaign’s results reinforce the role Out of Home can play in delivering public awareness initiatives that combine national scale with behaviour change. As one of the country’s most trusted media channels for community messaging, Out of Home continues to help government and industry partners reach broad audiences with messages that matter.
Campaign partners included AUSVEG and Health and Wellbeing Queensland.
Participating OMA members included Australian Outdoor Sign Company (AOSCo), Bishopp Outdoor Advertising, Cartology, Civic Outdoor, EiMedia, Gawk Outdoor, goa Billboards, GoTransit, JCDecaux, JOLT Charge, Locus Outdoor, LUMOS, Motio, Multicultural Outdoor (MCO), nettlefold, OA Collective, oOh!media, Outdoor Systems, POA Billboards, QMS, Revolution 360, S&J Media Group, S Connect - Stockland, Tayco Outdoor, THINK Outdoor, Tonic Media Network, TorchMedia, Val Morgan Outdoor (VMO), Vicinity Centres, and yStop.