Fruit and vegetable promotion is an Australian health priority due to:

• inadequate consumption levels
• evidence of considerable health benefits and related health system savings
• consumer amenability towards fruit and vegetables
• limited expenditure on fruit and vegetable advertising and promotion compared to less nutritious competing foods
• identified misconceptions and barriers

The 2005 national Go for 2&5 campaign was an Australian Government, State and Territory health initiative. The campaign was supported by industry and other organisations with an interest in promoting good health. States and Territories supported the campaign through the placement of advertising, public relations activities and dissemination of information resources.

An evaluation report of the national campaign was released in 2007. The report is available from the Healthy Active website.

The Australian Government continues to promote Go for 2&5 through Swap It Don’t Stop It! and Measure Up campaign activities.

Australian Government

The Australian Government launched a $4.76 million Go for 2&5 campaign on 28 April 2005 as part of the Building a Healthy, Active Australia initiative to address over weight and obesity.

The multi-strategy campaign included:

• TV – three 30 second ads ran for 10 weeks on channels Seven, Nine, Ten, SBS, ABC and Pay TV from April to July 2005
• Magazines – full colour ads targeting grocery buyers with children ran from May to September 2005
• Radio – ads were broadcast in 10 languages, Chinese (Mandarin), Indonesian (Bahasa), Vietnamese, Korean, Japanese, Farsi, Arabic, Russian, Turkish and Khmer
• Point-of-sale promotions in shopping centres (shop panels and shopping trolleys)
• Online advertising
• Publications – consumer booklet, poster and recipe cards