More than nine in 10 parents to recall the Outdoor Media Association (OMA)'s 2024 Healthy Eating campaign 'Fresh Veg, Deliciously Affordable' say they felt prompted to incorporate vegetables into their children's meals and lunchboxes.

It's just one of the highlight results of campaign, a collaboration with Health and Wellbeing Queensland and Nutrition Australia. The campaign was showcased on over 18,250 signs across every state and territory in Australia from 28 January to 24 February 2024, with OMA members donating a record-breaking $12.3 million in advertising value for the campaign.

An independent post-campaign survey commissioned by the OMA through Dynata revealed one in three people remembered the campaign. Of those who remembered, 91% of parents felt prompted to incorporate vegetables into their children's meals and lunchboxes. Furthermore, 82% expressed motivation to lead a healthier lifestyle, 79% were encouraged to view vegetables as a cheaper and healthier alternative to occasional treats, 77% reported being encouraged to purchase more vegetables, and 69% of respondents were inspired to seek further information.

"The survey results highlight how government and Out of Home can work together to deliver positive behaviour change campaigns, and value-based impact to communities, our Members all play an imperative part to help achieve these results," OMA Chief Executive Officer, Elizabeth McIntyre, said.

Chief Executive of Health and Wellbeing Queensland, Dr Robyn Littlewood, emphasised the importance of the campaign especially given current economic conditions.

"The cost of living is impacting everyday Australians, which is why working with the Outdoor Media Association and their members to promote affordable healthy eating is vital for us," she said.

The campaign creatives were designed by JCDecaux Creative Solutions. Participating OMA members included Australian Outdoor Sign Company (AOSCo), BIG Outdoor, Bishopp Outdoor Advertising, Cartology, Civic Outdoor, Ei Media, Gawk Outdoor, goa, Go Transit Media Group, JCDecaux, JOLT, LUMO, Motio, nettlefold, oOh!media, Outdoor Systems, Paradise Outdoor Advertising, QMS, Stockland, The Media Shop (TMS), Tonic Media Network, TorchMedia, Total Outdoor Media (TOM), Val Morgan Outdoor (VMO), and Vicinity Centres.