Milk Industry Launches New Campaign to Encourage Teens to Drink More Milk

01/09/06 The milk industry launched a new campaign today that is taking a different approach to appeal to teenagers. With messages supported by the American Dietetic Association and the School Nutrition Association, Body By Milk is encouraging teens to grab lowfat milk instead of sugary sodas because -- along with staying active and eating right -- it may help them achieve a healthy weight.

The new campaign will educate teens about the impact of what they drink by reaching them in multiple ways -- online, in school and in the magazines they read.

International soccer star David Beckham, American Idol Carrie Underwood, champion figure skater Sasha Cohen and New York Yankee Alex Rodriguez are lending their face -- and white upper lip -- to the cause. They're the first milk mustache celebrities to appear in the new Body By Milk ads, which will be featured in a range of teen-targeted publications from Seventeen and Cosmo Girl to Marvel Comics and Sports Illustrated for Kids.

Teenagers are drinking twice as many sodas as milk, which has steadily declined during the last 30 years. During this time, soda consumption among teens has risen by 300 percent. Experts cite this troubling trend as a possible contributing factor for today's current epidemic of childhood obesity. In fact, Harvard researchers recently published an extensive review of the scientific evidence and found a strong association between increased sugar-sweetened beverage intake and greater body weight among children and adolescents.

Soft drinks and other sweetened beverages are now the leading source of calories in a teen's diet and these nutrient-void beverages are increasingly taking the place of milk. Some studies have found that teenage girls who drink adequate amounts of milk and few soft drinks tend to weigh less and have less body fat than those who don't. Some researchers have shown that avoiding milk during childhood may increase the risk of being overweight during adolescence.

"For too many teens, consumption of soft drinks crowds out more nutritious beverages such as milk," said Connie Diekman, RD of the American Dietetic Association. "Research has shown that parents are their children's number-one nutrition role models. That's why parents need to be aware of what their children are eating and drinking and make sure their teens are consuming the recommended three servings of lowfat or fat-free milk."

Educating Online ( http://www.bodybymilk.com )

One of the key elements of the campaign is an online destination for teens at bodybymilk.com. This innovative Web site immerses teen visitors into a journey that helps them explore the consequences of what they drink. It also rewards them for making smart choices and provides incentives to drink milk more often.

"We knew that we needed to break into a teen's world if we wanted our messages to break through," said Kurt Graetzer, CEO of the Milk Processor Education Program, creators of Body By Milk and the popular milk mustache 'got milk?" campaign. "We couldn't be preachy or simply tell teens that milk was good for you. Our approach was to tell them that milk could help give you the nutrients you need to look good inside and out -- that was the most motivating of all messages."

Teens who log onto bodybymilk.com will not only learn more about the healthy-body benefits of milk, they can win prizes if they drink milk more often. By using the bar codes or expiration dates on milk cartons as currency, teens can bid on prizes that include such popular teen brands as Baby Phat and adidas. School groups can bid on sports gear, classroom supplies and music equipment.

Visitors to bodybymilk.com can also view behind-the-scenes footage of the latest milk mustache celebrities or see some of their favorite milk-mustachioed stars in action, including David Beckham playing soccer.

Additionally, the new Body By Milk campaign will reach teenagers in school -- where they spend the bulk of their day and eat one, and often two, of their meals.

"We're delighted to be part of this campaign to promote milk in the school environment," said Janey Thornton of the School Nutrition Association. "One of our top priorities nationwide is to encourage teens to develop healthy eating habits, including choosing lowfat milk. We hope the new Body By Milk materials in school cafeterias and classrooms will motivate kids to make healthy food and beverage choices, including drinking more milk."

To learn more about milk's role in promoting a healthy weight -- and to experience the new innovative, interactive Web site -- visit bodybymilk.com.

Body By Milk is part of the National Milk Mustache "got milk?" Campaign, a multi-faceted education program focused on the health benefits of milk. The campaign is managed by the Milk Processor Education Program (MilkPEP) in Washington, D.C., which is funded by the nation's milk processors, who are committed to increasing fluid milk consumption. The tagline "got milk?" was created for the California Milk Processor Board by Goodby Silverstein & Partners and is licensed by the national milk processor and dairy producer groups.