The Consumer Education Project is an initiative by Milk South Africa that was launched to promote the health and nutritional benefits of dairy. Three servings of dairy are recommended every day to ensure optimal calcium intake and benefit from all the nutrients that dairy has to offer. Adequate intake of dietary calcium through dairy sources, as part of a healthy and balanced diet, is essential to bone health and preventing osteoporosis. Dairy also plays a role in weight management, hypertension, type 2 diabetes and may even enhance recovery after sport. The calcium in dairy products is needed throughout life, from birth to old age, to build strong bones and teeth and later on, maintain and help minimise the inevitable bone loss.
The communication campaign consists of two main elements
General communication is aimed at targeting the consumers (LSM 6-10) by communicating six key messages through television, radio and print.
Specialised communications is aimed at providing health professionals with the latest scientific information on dairy nutrition and health.
The project aims to
- Educate consumers on the health and nutritional benefits of dairy
- Address misconceptions about dairy among consumers
- Positively change consumer behaviour with respect to dairy consumption.
Educating school children
As part of the campaign, a school education programme was developed within the framework of the Food Based Dietary Guidelines and the National School Curriculum to reach learners in Grades 4–7. The campaign also participates in the annual National Nutrition Week facilitated by the Department of Health and aims to educate children on the importance of dairy in the diet.
The 3-A-DAYTM message
Three servings a day make a meaningful contribution to the diet by providing good quality protein, a variety of essential vitamins as well as calcium and other minerals, needed daily to achieve good health and help prevent disease.