About the campaign

The Add an extra handful of veggies campaign is the first healthy food campaign donated by the members of the Outdoor Media Association (OMA) as part of the National Health and Wellbeing Policy. The Outdoor advertising industry is placing a strong focus on education and has committed to donate an annual $3 million* advertising campaign to promote healthy eating.

The campaign creative was developed by the Australian Government Department of Health and ran from 24 January to 20 February 2021 on Out of Home (OOH) signs nationwide. It encouraged people to do something very simple to make a difference for their health: add an extra handful of veggies to meals and snacks.

*The Add an extra handful of veggies campaign was valued at $3.2 million (then-current market rates).

The campaign results

The more research we do, the more we learn about Outdoor advertising’s ability to influence and drive behaviour change. Check out the post-campaign survey results which showed a high level of recall and consideration, especially among parents, to make healthier food choices for their children.