Health and Wellbeing Queensland (HWQld) has launched its Healthy Returns campaign, in partnership with Outdoor Media Australia (OMA) and Nutrition Australia, to tackle obesity and encourage Aussies to eat more vegetables.
This is particularly important as the new school year begins and rates of childhood obesity remain high.
One in four kids aged 5-14 years are overweight or obese, with poor diet found to be a primary contributing factor1.
OMA is committed to reducing rates of obesity through its world-first National Health and Wellbeing Policy, restricting the placement of unhealthy food and drink advertising near schools.
The Healthy Returns campaign will see new advertising signs rolled out across the country, encouraging Aussies to ‘buy in season for healthy returns’. The signs will feature four hero vegetables: broccoli, carrot, corn and tomato.
By purchasing in-season produce, Aussie families contending with the rising cost of living can continue to eat well and save money.
Chief Executive Officer of Health and Wellbeing Queensland, Dr 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.”
“This campaign is all about improving health and reducing the cost of the weekly grocery shop.”
The campaign is in direct response to a recent report which found:
- 91% of Australians are not consuming the recommended 5+ servings of vegetables per day
- 1 in 4 Aussies admit to only eating a single serve of vegetables per day
- Only 9% of children (aged 2 – 17 years) eat enough vegetables to nourish their growing bodies2
OMA Chief Executive Officer, Charmaine Moldrich said, “The Outdoor advertising 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% of Australians over the 4 week campaign. This is a very powerful investment in public health campaigning.”
“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 Vic, SA, Tas, WA Chief Executive Officer, Lucinda Hancock said, “Nutrition Australia has been dedicated advocates for achieving healthy, sustainable eating for all Australians for years.”
“Vegetables are at the very centre of healthy eating and a critical part of our diet for people of all ages. They offer great nutritional value and are undoubtedly the best bang for grocery buck. Vegetables contain fibre, calcium, iron, magnesium, potassium and vitamins A, C, & E. Importantly they contain no added sugars, sodium and saturated fats.”
Dr Littlewood said Health and Wellbeing Queensland is excited to work with OMA and Nutrition Australia 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.
The Out of Home campaign has been designed by oOh!media’s creative and content hub POLY, and will be rolled out by OMA Members across the country, starting from 29 January 2023.
The campaign can also be seen on Woolworths’ instore and online platforms, across the Yahoo! network and realestate.com.au – who have all contributed pro bono promotional space.
Valued at more than $3 million, the Healthy Returns campaign will run for four weeks to 25 February 2023.
For more information about the Healthy Returns campaign and for fresh recipe ideas, visit boostyourhealthy.com.au
Clare Murray 0439 480 610
1 Australian Institute of Health and Welfare (AIHW)
2 Fruit and Vegetable Consortium Report 2022