Outdoor Media Association (OMA) members have donated $12.5 million in advertising value to help put vegetables at the top of the shopping list.
Delivered in partnership with AUSVEG and Health and Wellbeing Queensland, ‘the Fresh veg’ campaign showed that vegetables can be a simple, affordable choice for households across the country.
Running from 2 February to 1 March 2026, the campaign reached more than 9.6 million people across the country, with 30 OMA members participating.
An independent national post-campaign survey conducted by Dynata found one in three people remembered the campaign. The results pointed to a clear influence on attitudes and intent.
Out of those who remembered the campaign 85 per cent were encouraged to make healthier eating choices, 83 per cent were encouraged to purchase vegetables the next time they shopped for food, 79 per cent believed vegetables are a cheaper alternative to junk food and 89 per cent of parents were encouraged to include vegetables in meals, lunchboxes or snacks.
OMA chief executive officer Elizabeth McIntyre said: “Out of Home is the only medium that can deliver nationwide messages at scale, reaching 97 per cent of Australians every week. This year’s result takes the total donated advertising value for these OMA-led health education campaigns to more than $53 million since 2021, and we are proud of the role we are playing to drive change through impactful public health messaging.”
Health and Wellbeing Queensland chief executive officer Dr Robyn Littlewood said: “Life is busy, and we know, for lots of reasons, Australians aren’t eating enough vegetables. Adding more veggies to your weekly shop is a simple step that can improve nutrition, lower the risk of chronic disease, and even save money at the checkout. Thank s to the support of the outdoor media industry, this vital message is now reaching audiences nationwide.”
AUSVEG chief executive officer Michael Coote said: “This year’s outstanding campaign results demonstrate the positive impact that outdoor advertising has in driving healthier eating habits across Australia.
“With families continuing to face cost of living pressures, Australian vegetables remain an affordable and nutritious choice, and AUSVEG is proud to continue partnering with the Out door Media Association and Health and Wellbeing Queensland.”
Campaign partners included:
AUSVEG and Health and Wellbeing Queensland.
Participating OMA members included:
Australian Outdoor Sign Company (AOSCo)
Bishopp Outdoor Advertising
Cartology
Civic Outdoor
EiMedia
Gawk Outdoor
goa Billboards
GoTransit
JCDecaux
JOLT Charge
Locus Outdoor
L UMOS
Motio
Multicultural Outdoor (MCO)
nettlefold
OA Collective
oOh!media
Outdoor Systems
POA Billboards
QMS
Revolution 360
S&J Media Group
S Connect – Stockland
Tayco Outdoor
THINK Outdoor
Tonic Media Network
TorchMedia
Val Morgan Outdoor (VMO)
Vicinity Centres
yStop.
