VegInfluencer was an innovative program with a clear mission: to empower child settings-based experts and health professionals with the knowledge, resources, and tools needed to boost children’s acceptance and consumption of vegetables. This project built on the foundation laid by the VegKIT project and brought a fresh, engaging approach, placing growers (farmers) at the heart of educational efforts.

The primary objectives of VegInfluencer were to achieve widespread market penetration through the viral #VegInfluencer TikTok campaign, maximize exposure of available resources and to educate key target groups, including child settings-based experts, health professionals, families, and growers. The ultimate goal was to increase the awareness and utilisation of VegKIT resources and, most importantly, enhance children’s vegetable intake.

In addition to the TikTok campaign which achieved unprecedented success in educating the community, engagement of key target groups was achieved through the following approaches:

• Attendance at relevant conferences.
• Attendance at events where children are the target audience.
• Restructuring of the VegKIT website to improve user experience.
• eDM newsletters sent to increase awareness of the VegInfluencer project and access to the VegKIT website.
• Refinement of existing and development of new resources.

Resources developed over the life of the project, including program and resource guides, information sheets, recipes, supporter toolkits, and social media packs, can be accessed at www.vegkit.com.au, categorized by the intended target audience.