State campaigns - QLD

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 QLD Campaign Information
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Background

A Queensland Health baseline survey of 1941 Queenslanders, conducted between January and March 2005, indicated that Queensland adults ate, on average, only 1.4 serves of fruit and 2.1 serves of vegetables per day – well short of the recommended 2 serves of fruit and 5 serves of vegetables per day for good health.

If Queenslanders increased their consumption of fruit and vegetables to at least the recommended levels, there would be substantial reductions in disease due to poor diet, and significant savings in related health care costs.

To address this, Queensland Health launched the Go for 2&5 campaign in October 2005. The four and a half year, $4.4 million campaign, was focused on increasing awareness of the recommended serves of fruit and vegetables, and encouraging and supporting Queenslanders to achieve this target.

Creative approach

The creative concepts for the campaign were based on animated fruit and vegetable characters and focused on awareness-raising and encouragement. The campaign, targets the primary household shopper and meal preparer. It used combined advertising strategies, television ad radio, shopping centre posters, outdoor billboards, bus shelters and buses, with media support, promotions, local community activities and sponsorships.

Campaign objectives and message strategy

The strategy for the campaign message evolved between 2006 and 2009 while it was aired. The initial strategy (2006) and executions were based on the premise that most people were already aware of the health benefits of eating vegetables, but:

  • believed they were already eating enough and/or,
  • found it hard to eat the recommended five serves.

Therefore, the message strategy was to:

  • demonstrate to the target audience that they were not eating enough vegetables,
  • demonstrate that it was easy to increase their intake by supporting them to achieve a healthy lifestyle through offering them easy solutions to the program, and
  • encourage people to build on their existing consumption by adding an extra serve of vegetables.

During this stage, the “Vegie Man” and “Dame Edna” executions were utilised.

As the campaign evolved into Phase 4 during 2007, the “Rolf Harris” was used. The objectives were:

  • To raise awareness of the need to eat more fruit and vegetables
  • To increase the perceived value and importance of eating 2 serves of fruit and 5 serves of vegetables every day.
  • To encourage people to consider their actual fruit and vegetable consumption in relation to the daily targets.

Target audiences

The primary target audience of the campaign are female and male adults in Queensland aged 25-54 years.

The major advertising medium used to deliver the campaign messages was television. Between launch in 2006 and March 2010, the campaign included three similar-style executions which were;

  • 30 second TVC ‘Fruit and Vegie Man’: This execution showed a male fruit and vegetable face and was designed to raise awareness of the need to increase fruit and vegetable consumption and was used on launch of the campaign.
  • 15 second ‘pointer’ TVCs: The pointer executions were designed to support the ‘Fruit and Vegie Man’ executions by providing people with examples of simple solutions in which they could incorporate fruit and vegetables into their daily eating habits, such as by including vegetables in a pasta meal or by making a stir fry for their evening meal.
  • 30 second ‘Dame Edna’: This showed a female face made of fruit and vegetables based on the character of Dame Edna. The execution featured the Dame Edna character talking to a television interviewer and her nose getting bigger throughout the ad as she talked about the amount of fruit and vegetables she had eaten during the day. This execution encouraged people to carefully consider their actual daily consumption of vegetables via a self-assessment message.’
  • 30 second ‘Rolf Harris’: This execution featured a male fruit and vegetable face based on Rolf Harris. The character talks about health associations with increased / decreased fruit and vegetable consumption.

Summary of key findings

The “Go for 2 and 5” campaign recorded strong levels of spontaneous awareness (an average of 47.3% between 2006 and 2010) and net reach / prompted recognition (an average of 80.4% over the life of the campaign).

  • Importantly, the campaign was as effective in reaching insufficient fruit consumers and low / medium vegetable consumers as it was among sufficient consumers with comparable levels of spontaneous awareness and net reach among all consumer groups.
  • In addition, it recorded equal levels of awareness and reach by gender, age, education, household income and location.

The communication of the campaign was on strategy, with 57.2% of respondents over the life of the campaign spontaneously recalling the eat more fruit and vegetables message and 13.3% recalling the fruit and vegetables are healthy message. It was, however, weaker in communicating ease (4.2%). However, this is potentially influenced by the fact that perceived ease of the recommended behaviour is one of the most significant barriers (51.0% agree that it’s hard to think of ways to get 5 serves of vegetables each day and 48.4% agree that 5 serves of vegetables each day is a lot to ask, Jan-Mar 2010).
The campaign was considered relevant (an average of 83.3% between 2006 and 2010), believable (92.8% 2006-2010), to provide new information (55.8% 2006-2010) and was liked by the target audience (86.3% 2006-2010).

Despite this, however, three in five (61.7%) considered the campaign a good reminder to eat more fruit and vegetables and 55.9% agreed that the ads encouraged you to eat more fruit and vegetables.

  • One quarter (23.9%) reported they had improved their overall diet as a result of the campaign.
  • One in six (16.2%) reported they had increased the amount of fruit they ate and one in seven (13.6%) report they had increased the amount of vegetables they ate as a result of the campaign.
  • In addition, 13.3% reported to have reduced the amount of snack food / takeaway they ate as a result of the campaign.

For more information on Phase One of the Queensland Health campaign read the Phase One Campaign Information Bulletin.

Phase two of the Queensland campaign ran from August 2006 until June 2007. For more information read the Phase Two Campaign Information Bulletin.

Phase three ran from mid 2007 and was completed in mid 2008. Phase four, introduced the ‘Rolf Harris ‘ vegie man, and was launched in Townsville in early February 2009.
Rolf was selected as the inspiration behind the vegie character as he is an iconic Australian with a strong brand. Rolf is the main character featured in the campaign television commercials.

The Go for 2&5 campaign advertising finished in 2009. Fruit and vegetable messages continue to be promoted through a range of program and activities in Queensland. The healthier living section of the Queensland Government Healthier Queensland campaign promotes healthy eating.

A campaign targeting Aboriginal and Torres Strait Islander Queenslanders was also launched in February 2009. Opals basketball player and Olympic Silver Medallist Rohanee Cox featured in the commercials. A radio commercial, poster, cook book and press ad were created to support campaign activities.

A new community service television ad was launched in 2010.

Campaign resources

Limited amounts of resources, including brochures, booklets and recipe cards are available for people living in Queensland. To order resources free of charge through the Queensland Government Bookshop  Follow the links to Browse catalogue --> Health and communities --> Health --> 2&5 campaign. Orders usually take between 3-5 working days to be delivered.