303 TAPS ROLF TO TOP UP 2&5
On behalf of Queensland Health, 303 Group, Perth revs up the fourth phase of the award winning ‘Go for 2&5®’ nutrition campaign (eat two fruit and five vegetables daily) and has tapped Australian icon Rolf Harris to star as the leading vegie character, based on the theme ‘Top up to 2&5®.’
Following in the footsteps of Barrie Humphries’ Dame Edna, Rolf’s vegie character features sprouty hair, capsicum glasses, cauliflower beard and grapefruit ears. Ever the artist, his palette is a pumpkin, the colours tomato, asparagus and onion, and the ‘brush’ is celery. Rolf’s paintings feature a cornucopia of fruit and veg as he encourages all Queenslanders to add just a few more fruit and vegies to their diet every day.
303’s Managing Director Alan Taylor, who has been responsible for the campaign strategy since its inception, says that this is a very important evolution of the campaign in QLD: “We’ve seen significant gains in fruit and vegetable consumption over the last 3 years, but extra reinforcement if required. People need to understand that, while they have done well, they need to eat the full two serves of fruit and five serves of vegies every day in order to reap the full health benefits.”
Amanda Lee, Nutrition and Physical Activity Manager, Queensland Health, enthusiastically supports the campaign. “It’s been demonstrated that more fruit and vegetables eaten daily can help reduce diseases like type 2 diabetes, heart disease and even some cancers, plus they can help maintain a healthy weight. It’s important to add that extra serve and top up to 2&5. We are looking forward to the public’s reaction to the new ‘Vegie Rolf’ commercials.”
Also for Queensland Health, the agency created a new and unique campaign targeting Aboriginal and Torres Strait Islander audiences.
303 tapped Australian Opals basketball star and Beijing Olympic Silver medallist Rohanee Cox to spearhead the campaign. The campaign was widely researched amongst the target audiences, with Rohanee resonating strongly as a credible spokesperson.
The campaign aims to raise awareness amongst Aboriginal and Torres Strait Islander people of the need to eat more fruit and vegetables, whether fresh, tinned or frozen, and further educate as to the health benefits of a diet high in fruit and veg.
Creative Director: Lindsay Medalia
Writer: Dav Tabeshfar
Strategy: Alan Taylor
Agency Producers: Phoebe Dunn and Belinda Hawkins
Animator: Neil Goodridge – BOING
Audio Director: Ralph van Dijk – Eardrum
Sound sweetening: Brad Habib – Soundbyte
Voice over: Rolf Harris
Client: Amanda Lee, Angela Simons – Queensland Health
THE ROHANEE SPOT
Creative Director: Lindsay Medalia
Art Director: Ray Van Kempen
Writer: Dave Wilson
Producer: Phoebe Dunn
Photographer: Adrian Brown (Look Production)
TVC Writer and Director (Imparja Television): Carl Richardson
Audio Production: Brad Habib (Soundbyte)
Voice Over: Rohanee Cox
6 Comments
why would you even consider putting this on here 303 unless of course you enjoy being pelted with tomtatoes and other bits of fruit and veg
Because it’s the most successful social marketing campaign in the country. It works.
Now you tell me! Archimboldo was one of two identical twins.
Yeh, eating vegetables that look like Rolf Harris is very appealing.
Sure it’s extremely effective
Garbage. Are 303 that desperate for PR? Not all publicity is good publicity.
303 it was not in my contract for you to tout ordinary advertising as good on a site mainly looked at by creatives. Pay me more money.