OMA’s $12.5 Million Outdoor Advertising Push Encourages Australians to Eat More Vegetables

The Outdoor Media Association (OMA) and its members have teamed up to support healthier eating habits across Australia by donating $12.5 million worth of outdoor advertising space to promote affordable vegetable consumption.

The nationwide initiative, titled “Fresh Veg, Deliciously Affordable,” was launched in partnership with AUSVEG and Health and Wellbeing Queensland. The campaign aimed to remind Australians that vegetables remain one of the most nutritious and budget-friendly food choices during ongoing cost-of-living pressures.

According to OMA Chief Executive Officer Elizabeth McIntyre, Out of Home advertising continues to play a major role in delivering large-scale public health messaging across the country.

McIntyre said the campaign highlights the strength of outdoor advertising in reaching audiences nationwide, with the medium connecting with 97% of Australians each week. Since 2021, OMA-led health campaigns have now contributed more than $53 million in donated advertising value.

The campaign ran from 2 February to 1 March 2026 and reached more than 9.6 million Australians across every state and territory, with participation from 30 OMA member companies.

Independent research conducted by Dynata revealed strong campaign awareness and positive consumer response. One in three Australians remembered seeing the campaign, while many respondents reported that the messaging influenced their shopping and eating decisions.

Among those who recalled the campaign:

• 85% said it encouraged healthier eating habits
• 83% planned to purchase vegetables during their next grocery shop
• 79% believed vegetables were a cheaper option than junk food
• 89% of parents felt motivated to include more vegetables in meals, snacks, and lunchboxes

Chief Executive Officer of AUSVEG, Michael Coote, said the results demonstrate how effective outdoor advertising can be in driving positive behavioural change.

Meanwhile, Dr Robyn Littlewood noted that many Australians still struggle to eat enough vegetables due to busy lifestyles and changing household budgets. She added that increasing vegetable intake can improve nutrition, reduce chronic disease risks, and help families save money.

The campaign further highlights how the outdoor advertising industry is increasingly using its reach and influence to support public health initiatives while delivering meaningful social impact across communities.

Source: https://oma.org.au