Run by Dietitian Connection, Gut Health Month is observed every February and provides dietitians across Australia with practical information to help educate people about how to improve their gut health.
This channel is particularly important as dietitians are consumers’ preferred source of nutrition information (42 per cent), with GPs second at 24 per cent; followed by social media (7 per cent) then nurse practitioners (3 per cent).
Dietitian Connection director and founder, Maree Ferguson, says that the success of the 2023 campaign meant that its partners were able to leverage the national exposure generated by Gut Health Month to start a gut health conversation for their brand.
“This year we creatively launched Gut Health Month in Poowong, a beautiful town in the South Gippsland region in Victoria. As a tongue-in-cheek nod to some of the symptoms of poor gut health including constipation and tummy bloating, Poowong changed its name to Pooright.
“It was an engaging campaign that saw our dietitian network personally work with Poowong residents, including the South Gippsland Shire’s Mayor, to improve their gut health through a simple seven-day gut healthy eating challenge to feel the benefits. It was great to hear the reports of improved energy, vitality, and a decrease in gut symptoms like bloating,” says Ferguson.
Gut Health Month provides a credible engaging platform that not only connects brands to dietitians but also to a highly engaged audience that is more likely to be receptive to their message and products.
Campaign lead, Andrea Mortensen, says that by partnering with Gut Health Month, brands can help educate Australians on gut-healthy eating and how to make it easy for consumers. This can build credibility and trust, which can be invaluable in a market where consumers are increasingly sceptical of health claims.
“Educating consumers on the role of whole foods and functional foods with gut-friendly ingredients like fibre, prebiotic fibre, probiotics as well as supplements is an important one.
“We have created a portal for health care professionals and consumers at guthealthmonth.com that houses the latest in gut health resources that dietitians can share with their clients, and gut healthy tips and delicious recipes curated for Australian consumers by Accredited Practicing Dietitians,” says Mortensen.
“Brands that are looking to help us have an everlasting impact on Aussie gut health and wellbeing should consider being part of Gut Health Month. Partners are encouraged to leverage the campaign to help us create fun and remarkable experiences for our community to drive positive change,” adds Ferguson.
With planning already underway for Gut Health Month 2024, Dietitian Connection is accepting expressions of interests from gut-friendly brands looking to support the campaign.
Dietitian Connection offers dietitians information and practical tools via its multi-media channels, including weekly e-newsletter, e-magazine, social media, webinars, podcasts, resources, and events.
It also partners with food and medical nutrition companies to showcase their products to dietitian members. So many dietitians don’t have the time or opportunity to keep up to date with what’s happening or new on the market for their clients and rely on Dietitian Connection for the latest information, education and new products.
Dietitian Connection has over 45,000 dietitian members globally and 8,500 within Australia and New Zealand. These 8,500 dietitians engage with over 2.5 million consumers in their everyday work.
Dietitian Connection is behind the development of Gut Health Month, which launched in 2022. Throughout Gut Health Month, dietitians across Australia spread the gut health message via client consultation and communication channels.