Nutrition Australia found that about 95% of Australians weren’t eating enough fruits and vegetables. Young adults and teens, in particular, were guilty of some of the least healthy dietary habits and were especially difficult to reach with ‘eat healthy’ messages.
- Digital landscape audit and analysis
- Digital campaign strategy, including content distribution planning for Facebook, Instagram, YouTube and Nutrition Australia’s website
- Branded content production, including videos and static assets used on Nutrition Australia’s website and social media channels
We investigated the digital media preferences and behaviours of young Australians and created a digital / social media campaign designed to capture the attention of young Victorians.
The campaign delivered the ‘eat healthy’ message differently. We chose to be irreverent and not preachy. We produced four videos starring Melbourne-based comedians, Ash Williams and Kate Dehnert. Two 15-second teasers (one each for Kate and Ash) asked ‘What’s got into Kate / Ash?’. These were followed two days later by two, minute-long videos showing how fruit and vegetables put a spring in their step.
We used Facebook, Instagram and YouTube to distribute the videos and direct traffic back to our campaign microsite, which in itself featured fruit and vegetable recipes, tips, facts and Q&As.
- We reached 258,406 people on our social media channels alone
- We conservatively estimate reach in excess of 300,000 people when we include third party amplification
- Overall, 17,634 people engaged with our content on our social channels
- Of those who engaged with our content, 70% were between 18 and 24 years old