The return of the Fresh Veg, Deliciously Affordable campaign, aimed at driving real behaviour change in promoting healthier eating habits, has reached over over 9.8 million Australians, according to Outdoor Media Association (OMA).
The OOH industry and members of the OMA have so far donated more than $41 million in advertising value since 2021 to encourage Australians to eat more vegetables.
The initiative, Fresh Veg, Deliciously Affordable, was developed in partnership with Health and Wellbeing Queensland and AUSVEG to promote how adding just one extra serve of vegetables benefits health, budgets, and local growers.
In 2025 alone, OMA members contributed $10.6 million in advertising value for the national campaign, which ran from 25 January to 23 February. The campaign was strategically placed across all Out of Home formats.
An independent post-campaign survey commissioned by the OMA and conducted by Dynata also confirmed the campaign’s effectiveness in driving behaviour change with one in three people recalled the creative.
Among them, 92% of parents were reportedly encouraged to include vegetables in meals, lunchboxes, or snacks, 80% felt motivated to make healthier eating choices and 77% were more likely to purchase vegetables on their next shop.
The survey also found 77% saw vegetables as a convenient way to improve health and 72% were encouraged to visit the boostyourhealthy.com.au website for more information.
OMA on the power of collaboration between government and the OOH industry
“These results reinforce how Out of Home advertising drives positive consumer behaviour, supports government initiatives, and promotes community wellbeing,” Elizabeth McIntyre, OMA CEO, said.
“It also demonstrates the power of collaboration between government, industry and Out of Home in delivering meaningful public health campaigns.”
Dr Robyn Littlewood, Health and Wellbeing Queensland CEO, added: “The evidence is clear: eating more vegetables is one of the smartest and most affordable things you can do for your health. We’re proud to continue working with the Outdoor Media Association to amplify this life-changing message.”
Michael Coote, CEO of AUSVEG said ‘It’s fantastic to see such positive results driving real behaviour change and encouraging Australians to eat more vegetables. AUSVEG is proud to partner with the Outdoor Media Association on this important campaign.
“Eating more vegetables is a simple choice that delivers big rewards for your health, your hip pocket, and Aussie growers.”
The Out of Home industry remains the only medium in Australia with an industry-specific policy, restricting occasional food and drink advertising around schools.
The OMA National Health and Wellbeing Policy, launched in 2020, was a world-first initiative, setting a national standard for responsible advertising.