News Corp Australia has officially launched the third year of its Health of the Nation campaign, continuing its partnership with Woolworths and introducing Anytime Fitness as a new supporting partner. This four-week editorial initiative aims to promote healthier lifestyle choices among Australians while providing advertisers with a data-driven platform focused on a highly engaged lifestyle category.
The campaign, spearheaded by Body+Soul in collaboration with news.com.au, is informed by new research conducted by News Corp Australia’s Growth Intelligence Centre. The study, which surveyed over 3,000 Australians, indicates a significant shift in consumer priorities for 2026. Notably, happiness has emerged as the primary goal for well-being, followed closely by healthy ageing, which has risen to second place, surpassing traditional priorities such as weight management, mental health, and physical appearance.
Longevity has also become a key motivator for Australians, with 45 percent stating they are reducing alcohol consumption as part of their commitment to healthy ageing. Furthermore, functional nutrition is gaining traction, as 68 percent of respondents reported eating with specific health goals in mind, including gut health, energy, immunity, or mental well-being. This holistic approach to diet reflects a growing trend where goals related to healthy ageing, hormone balance, and mental focus take precedence over conventional dieting objectives.
Insights and Campaign Objectives
Jacqui Mooney, Editorial Director at Body+Soul, emphasized that the campaign illustrates Australians’ evolving understanding of health, moving beyond quick fixes. “As a brand, Body+Soul cares deeply about creating content that will shape a healthier Australia,” Mooney stated. She highlighted how the comprehensive Health of the Nation report reveals significant shifts in both physical and mental well-being. Trends such as the rise of functional eating and the increasing interest in strength training underscore longevity as a central health aspiration.
Over the next month, the campaign will provide audiences with practical advice and resources through various channels, including print, digital, social media, and video. The focus will be on demographic insights that empower individuals to better understand their health profiles.
Partnerships and Community Impact
Woolworths continues its involvement in the campaign for a third consecutive year, reinforcing its role at the intersection of health, affordability, and accessibility. Annette Karantoni, Retail Managing Director of Woolworths, remarked, “We know that health is a priority for our customers, alongside price and quality.” She added that Australians are seeking simple, affordable, and healthier options. Woolworths aims to support this initiative through innovative product offerings while ensuring that fresh produce remains a staple of its grocery selection.
Anytime Fitness joins the campaign for the first time, aligning itself with a broader national dialogue encompassing fitness, nutrition, and mental well-being. Caitlin Bancroft, Chief Brand and Marketing Officer of Anytime Fitness, noted, “As Australia’s largest gym network, we see first-hand how health, fitness, nutrition, and mental well-being are interconnected.” She expressed pride in partnering with Body+Soul to foster a national conversation aimed at promoting stronger and healthier outcomes across Australia.
The Health of the Nation campaign will be featured on healthofthenation.com.au, Body+Soul, and news.com.au, with print placements in major publications such as The Sunday Telegraph, Sunday Herald Sun, The Sunday Mail (Queensland and South Australia), and Sunday Tasmanian. A supporting consumer marketing campaign will also launch across digital, print, video, and social media platforms, ensuring extensive national reach.
This initiative represents a crucial step towards enhancing the understanding and prioritization of health among Australians, fostering a more informed and proactive society.
