About the Campaign
Along with their great taste and portability, vegetables and fruit provide nutrients that are important for overall health. Despite their popularity, the majority of Nova Scotians don’t currently eat the recommended daily intake of vegetables and fruit.
Goodness in many ways is a social marketing campaign focused on supporting those who are not currently eating the recommended amounts of vegetables and fruit. Research has told us that there are real barriers to consuming vegetables and fruit including access, availability, and affordability.
By widening the focus to include fresh, frozen and canned options, we are able to draw attention to the numerous ways to consume vegetables and fruit. The message of encouraging more fruit and vegetable consumption within the Nova Scotia population is a positive approach to health messaging compared with audiences who currently perceive healthy eating messages for health promotion and/or chronic disease prevention as reductions in or avoidance of particular foods or nutrients.
It’s about raising awareness and supporting a positive change in eating habits, no matter how small. Goodness in many ways is also focused on supporting increased capacity building, and skills building for preparation of vegetables and fruit among Nova Scotians.
The campaign launched in March 2010 and will continue until 2012. Campaign elements include: