Australia’s largest ever fruit and vegetable survey led by CSIRO found that four out of five Australian adults are not eating enough fruit and vegetables. With the country facing an obesity crisis, SP Health, the CSIRO and Horticulture Innovation Australia combined forces to educate Aussies and turn this worrying statistic around.
The communication strategy around the report was led by Blackie McDonald in consultation with SP Health and CSIRO. The findings of the Fruit, Vegetables and Diet Score Report were targeted to high value, high-reach media channels to achieve maximum media and message penetration.
Interviews with key spokespeople were secured with the high-rating morning TV programs, Sunrise and ABC News Breakfast. The story was featured on all major TV, Newspaper and Radio networks including National Nine News, Ten Eyewitness News, ABC News 24, SBS World News Australia, The Project, Today Show, Daily Telegraph, Sydney Morning Herald, 3AW, 2GB, SKY News and over 670 regional outlets.
Audience and circulation figures provided by iSentia revealed more than 12.16 million Australians heard about the CSIRO Fruit and Vegetable and Diet Score report through the PR launch activity with 1,177 media stories carried across television, radio, print and online media in the first 24 hours of the program launching.
As a direct result of the campaign, the CSIRO Diet Score website received 25,000 unique visits within 24 hours of the broadcast and 17,000 people engaged with the Diet Score questionnaire to find out how their fruit and vegetable intake measures up.