Communications agency Papaya has been appointed by the Fisheries Research and Development Corporation (FRDC) to lead the national launch of ‘Two4Life’, a new campaign encouraging Australians to increase their consumption of seafood to at least two serves of seafood a week.
The campaign is backed by the most comprehensive independent scientific review of seafood and human health ever conducted – a rigorous analysis of 281 peer-reviewed global studies led by Australian researchers. The findings are significant, two serves of seafood a week is linked to 30 per cent lower risk of cardiovascular disease, 30 per cent lower risk of Alzheimer’s disease and 10 per cent lower risk of dementia.
Despite longstanding dietary recommendations, most Australians still fall short of eating the recommendation two serves per week, creating a major public health and communication challenge at the heart of the campaign.
Papaya is leading the integrated earned consumer and trade communications launch, working with trusted voice nutrition scientist and dietitian Dr Joanna McMillan to translate the research into accessible, everyday health messaging.
The campaign will roll out nationally across earned media, influencer partnerships and social media, designed to drive long-term behaviour change.
“Two4Life is exactly the kind of campaign we love, it’s grounded in rigorous science, has a clear and compelling public health message and translates beautifully into an accessible, everyday habit for Australians,” said Catherine Slogrove, founder and director of Papaya.
“Papaya’s creative flair and expertise in food and nutrition communication, combined with their strategic approach to storytelling, made them a natural fit for this campaign. Their ability to translate evidence into engaging, real-world messaging has been instrumental in shaping Two4Life,” added Kylie Dunstan, general manager stakeholder engagement at FRDC.
FRDC joins Papaya’s growing portfolio of consumer brands, including Australian Barramundi, Pace Farm Eggs and Australian Organic Limited.
