Starting this weekend, signs all over Australia will feature a healthy food campaign donated by the members of the Outdoor Media Association. In February 2020, the OMA launched its National Health and Wellbeing Policy, which takes an active role in limiting the public’s exposure to discretionary food and drinks.
The campaign encourages people to “add an extra handful of veggies” to their meals or snacks, and promotes the different types and amounts of foods that are required to live a healthy lifestyle based on the recommendations in the Australian Dietary Guidelines.
The OMA’s National Health and Wellbeing Policy came into effect in July last year and restricts the advertising of discretionary food and drink products on OOH signs within a 150 metre sightline of a school. The policy aims to meet community expectations and support government efforts to tackle overweight and obesity in Australia.
“The Outdoor advertising industry is proud of our leadership on this issue and we are happy to be working with the Australian Government Department of Health on this initiative," says OMA acting CEO Kylie Green. "This campaign is bold, bright and very straightforward in its messaging. It reminds us that something as simple as adding an extra handful of veggies to our meals or snacks can result in great health benefits.”