Driving National Behaviour Change
Changing Habits, 
One Serve at a Time
One Serve at a TimeAt the heart of Plus One Serve is a simple but transformative idea, encouraging every Australian to add just one more serve of vegetables to their day. This small, daily action has the power to improve health, strengthen communities, and support the future of Australian horticulture.
Through behavioural science, co-design, and powerful storytelling, we’re turning intent into action, making vegetables a natural, easy, and enjoyable part of everyday life.
A Science-Led Framework for Lasting Change
The Plus One Serve Behavioural Intervention Framework has been developed through an evolving co-design process that blends world-class academic theory with proven, practical expertise from Australia’s most successful long-term campaigns. It draws on four key foundations:
1. Behaviour Change Science
Built on Professor Susan Michie’s Behaviour Change Wheel (University College London, 2011), identifying Capability, Opportunity, and Motivation (COM-B) as the core drivers of human behaviour.
2. Applied Australian Frameworks
Informed by The Shannon Company and Monash BehaviourWorks, whose frameworks underpin landmark behaviour change campaigns such as QUIT Smoking, Industry Super Funds, This Girl Can, Our Water Our Future, and Tassal Eat Salmon.
3. Food Systems Research
Drawing on Dr Mark Boulet et al. (2021), which highlights the multi-level environmental and social factors influencing food choices and waste.
4. Co-Design and Collaboration
Shaped through consultation with researchers, growers, health partners, and consumers to ensure the framework is both scientifically robust and practically actionable.
Together, these foundations create a settings-based framework guiding every Plus One Serve action, ensuring interventions strengthen Australians’ capability, opportunity, and motivation to eat more vegetables every day
SiX Pillars for National Change
The Plus One Serve framework translates behavioural science into clear action through five interconnected Intervention Pillars, each targeting a different driver of vegetable consumption.
Policy & Systems
Foundational policies that will underpin sustained, generational behaviour change.
Vegetable Communication
Be ‘always on’ with powerful integrated cross-platform communications under a unifying brand.
Information & Education
Improve capability, enabling people to value veg, minimise waste and build skills to enjoy vegetables.
Products & Services
Product, pack and offer innovation to improve taste and enjoyment, ease of prep and storage, value and skills.
Environmental Restructuring
Change where and how vegetables are available to socially norm as part of everyday life.
Value & Incentives
Structural change and incentives to improve perceived affordability and value.
From Insight to Inspiration
Changing the habits of an entire nation begins with a compelling story — one that connects heart and science. The Plus One Serve Behaviour Change Narrative has been developed through extensive community research and creative testing with Australians of all ages and life stages.
Working with creative partner Akcelo, four narrative concepts were explored and refined using both qualitative and quantitative research, guided by the COM-B Model.
The result is a fresh, evidence-based creative platform that celebrates the real, functional benefits of vegetables for mood, gut health, and vitality.
Our new campaign will position vegetables as energising, flavour-filled, and essential for feeling your best — moving beyond education to inspiration.
Bringing the 
Narrative To Life
Narrative To LifeIn early 2026, Plus One Serve will launch a national outdoor-led campaign that brings the new Behaviour Change Narrative to life across billboards, digital platforms, and community settings. This campaign will be the first phase of a long-term, “always-on” national movement to inspire Australians to think differently about vegetables, as a simple, delicious, daily habit that improves wellbeing and supports local growers.
Stay tuned for updates as we reveal the campaign and invite partners, organisations, and the public to join the national movement for +1 Serve by 2030.
Turning Research into Real-World Impact
Our integrated approach draws on lessons from the world’s most successful national campaigns, from Slip! Slop! Slap! and Quit to Veg Power (UK) and Have a Plant (USA). By combining science, creativity, and collaboration, Plus One Serve transforms awareness into action, building the skills, structures, and stories that help Australians eat more vegetables every day, for life.
