Projects

No single campaign or setting will solve Australia’s vegetable consumption challenge. Plus One Serve must act as the national framework that connects creativity, behavioural science, systems change, and equity-focused interventions, ensuring efforts are aligned, amplified, and sustained over the decade.

In Australia, interventions and ‘campaigns’ have been effective while in market, yet short-lived and standalone. Around the world, successful behaviour change programs are multi-layered, collaborative, and sustained over time.

The Plus One Serve of Veg by 2030 Program is a ‘first of its kind’ for Australia. It is different because it is informed by science, drives change within key Settings, with a sustained national overarching campaign.