The Outdoor Advertising Industry Releases its Inaugural National Health and Wellbeing Policy  Annual Report

The Outdoor Media Association (OMA) has released its inaugural National Health and Wellbeing Policy Annual Report. The report aims to meet community expectations and to support government efforts in tackling obesity in Australia.

The Policy actively limits the public's exposure to discretionary food and drinks by restricting the placement of advertising within a 150m sightline of Australian primary and secondary schools.

The Outdoor advertising industry will pledge up to $3 million each year to go to a health promotion Outdoor campaign as its commitment to educate and promote healthy eating.

In partnership with the      Australian Government Department of Health, the first campaign, 'Add an extra handful of veggies,' ran for four weeks in January­ February 2021 with a reach of 9.4 million Australians. The report includes post­ campaign survey data, which showed 86 percent of parents who saw the ad said they were encouraged to have veggies in their meals or snacks, and 80 percent said they were encouraged to make healthier choices for their children's meals.

The post-campaign surveys on 'Outdoor for Good' campaigns showed that awareness and behaviour changes rise with two to three campaign cycles, which is why OMA members donate advertising space to an annual  healthy lifestyle campaign.

"Our National Health and Wellbeing Policy is not a panacea to cure all ills, but what we have created will provide a better outcome than prohibitions and bans. We know it's important that we play our part, and we are well-placed to promote healthy food and lifestyle choices on our nationwide network of Outdoor signs," said Charmaine Moldrich, OMA CEO.

With decades of experience in implementing and monitoring targeted geographical 'place-based policies, the  Outdoor Advertising industry has met and exceeded community expectations around advertising alcohol, gambling, and adult products, ensuring that these products are not seen within a 150m sightline of schools.

When the OMA policy was launched in 2020, it was a world-first, nationally consistent restricting the placement of discretionary food and drink advertising

around schools. They are committed to making sure the Policy and the broader self-­ regulatory scheme are as robust as possible.  Minor changes will be made to the Policy from 1 January 2022 to align with the Australian Association of National Advertisers Food and Beverages Code.

"Since the Policy came into effect in July 2020, the government, industry, and community feedback has been overwhelmingly supportive. As we head into the second year of operation for the Policy, we look forward to continuing to work collaboratively with key stakeholders and government on holistic and evidence­ based solutions to help tackle the problem of overweight and obesity in Australia," said Moldrich.

To view the Policy, please click here or visit www.healthvoutdoor.org for more information.