Milk It For All It's Worth!

UK - A new high profile campaign aimed to promote the consumption of milk among young people will launch this month.
calendar icon 8 September 2010
clock icon 2 minute read

The campaign, “Milk in Action”, a three-year £3.2 million part EU funded campaign, is a collaborative venture between The Dairy Council (England & Wales) the National Dairy Council (NDC) in the Republic of Ireland who partner with and The Dairy Council (Northern Ireland).

The campaign aims to change the attitudes of 12-20 year olds towards milk.

A key part of the campaign will be a series of contemporary adverts that appeal to young people. These will feature images of young, sporty and dynamic people drinking milk.

Judith Bryans, Director of The Dairy Council, said: “This advertising campaign is part of a wide-ranging campaign aimed to engage young people in physical activity in the run up to the Olympics but also to encourage them to consider milk as a healthy and ‘cool’ drink in every sense.

“For the first time we will promoting images that depict milk as a lifestyle product for young people. We will also be enlisting the support of young sportsmen and women to get the message across.

“While the campaign will focus firmly on the nutritional benefits milk provides it also aims to show that milk is a drink that young people can consider ‘cool’. We feel that the series of adverts designed will make young people consider milk as a snack, their drink of choice after exercise and even a drink to be seen with.”

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