303 TOPS UP 2&5 WITH ROLF HARRIS

On behalf of Queensland Health, 303 Group, Perth revs up the fourthphase of the award winning ‘Go for 2&5®’ nutrition campaign (eattwo fruit and five vegetables daily) and has tapped Australian iconRolf Harris to star as the leading vegie character, based on the theme‘Top up to 2&5®.’

Following in the footsteps of BarrieHumphries’ Dame Edna, Rolf’s vegie character features sprouty hair,capsicum glasses, cauliflower beard and grapefruit ears. Ever theartist, his palette is a pumpkin, the colours tomato, asparagus andonion, and the ‘brush’ is celery. Rolf’s paintings feature a cornucopiaof fruit and veg as he encourages all Queenslanders to add just a fewmore fruit and vegies to their diet every day.

303’s ManagingDirector Alan Taylor, who has been responsible for the campaignstrategy since its inception, says that this is a very importantevolution of the campaign in QLD: “We’ve seen significant gains infruit and vegetable consumption over the last 3 years, but extrareinforcement if required. People need to understand that, while theyhave done well, they need to eat the full two serves of fruit and fiveserves of vegies every day in order to reap the full health benefits.”

AmandaLee, Nutrition and Physical Activity Manager, Queensland Health,enthusiastically supports the campaign. “It’s been demonstrated thatmore fruit and vegetables eaten daily can help reduce diseases liketype 2 diabetes, heart disease and even some cancers, plus they canhelp maintain a healthy weight. It’s important to add that extra serveand top up to 2&5.  We are looking forward to the public’s reactionto the new ‘Vegie Rolf’ commercials.”

Also for Queensland Health,the agency created a new and unique campaign targeting Aboriginal andTorres Strait Islander audiences.

303 tapped Australian Opalsbasketball star and Beijing Olympic Silver medallist Rohanee Cox tospearhead the campaign. The campaign was widely researched amongst thetarget audiences, with Rohanee resonating strongly as a crediblespokesperson.

The campaign aims to raise awareness amongstAboriginal and Torres Strait Islander people of the need to eat morefruit and vegetables, whether fresh, tinned or frozen, and furthereducate as to the health benefits of a diet high in fruit and veg.

VIEW THE ROLF HARRIS SPOT

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