The Outdoor Media Association (OMA) has partnered with AUSVEG and Health and Wellbeing Queensland as Australia’s vegetable consumption continues to fall short of recommended levels.
‘Fresh veg, deliciously affordable’ focusses on simple swaps, familiar meal additions and affordable snack options designed to fit into everyday life.
The partnership will see OMA members display out-of-home ads across the country until 1 March to help reverse declining vegetable intake through behaviour change.
“The ‘Fresh veg, deliciously affordable’ campaign will be in prime position to encourage everyone to eat more vegetables,” said OMA CEO Elizabeth McIntyre.
“Out of Home reaches 97% of Australians weekly… We have an important role in public conversation and we’re proud to be harnessing our channel’s power to promote better health outcomes.”
Health and Wellbeing Queensland CEO Robyn Littlewood said vegetable consumption remains low at a time when 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,” she said.
“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 rising costs, climate pressures and weak demand have consequences for Australia’s vegetable growers.
AUSVEG CEO Michael Coote said 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,” he said.
“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.”
Main Image: Fresh veg OOH