The Outdoor Media Association (OMA) has launched the latest Healthy Returns campaign, in partnership with Health and Wellbeing Queensland and Nutrition Australia, to tackle obesity and encourage Australians to eat more vegetables.

One in four aged 5-14 years are overweight or obese, with poor diet found to be a primary contributing factor. 

The OOH 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 fromJanuary 29.

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 February 25.

OMA CEO, 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 per cent of Australians over the four 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 CEO, Lucinda Hancock said, “Nutrition Australia has been dedicated advocates for achieving healthy, sustainable eating for all Australians for years.

“Recent research has shown the alarming decline in vegetable consumption for Aussie families with 91% of us not getting the recommended 5+ servings a day – a statistic we can all work together to change.”

Chief Executive Officer of Health and Wellbeing Queensland, Dr Robyn Littlewood said: “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.”