The Consumer Education Project (CEP) is an initiative by Milk SA that was formed to communicate health and nutritional messages regarding dairy products to consumers and health professionals in South Africa. The project was informed by a comprehensive survey conducted in 2007 by Markinor, which indicated that, although dairy is consumed by most South Africans, consumers have misconceptions and a lack of knowledge about the role of dairy in the diet.

It was formed under the Agricultural Marketing Act, Regulation 57, as printed in the Government Gazette of the Republic of South Africa. In terms of the regulation, part of the income from the levies on dairy products should be spent by Milk SA on consumer education. In this regulation the following is stated:

“From a national point of view and to promote the viability of the dairy industry, consumers should be informed of the health and nutritional advantage of milk and other dairy products. Informed consumers will not only contribute to the national well-being in respect of nutrition and health, but especially also to the viability and sound development of the dairy industry. The education will be conducted in such a way that it will not erode the marketing activities of any firm in the dairy industry that are aimed at differentiating its products from that of competitors.”

Strategy

The project is multidisciplinary as it uses expert knowledge from different disciplines that is communicated to the target audiences through television, radio and print. A combination of sound scientific information and good understanding of consumer behaviour anchors the project. The project conveys messages that cannot be communicated adequately through conventional branded advertising.

Target markets

1. General communication is aimed at targeting the consumers (LSM 6-10) by communicating six key messages through television, radio and print. 
2. Specialised communications is aimed at providing health professionals i.e. doctors, dietitians and nurses with the latest scientific information on dairy nutrition and health.

Project aims

• 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

Contact us

Email: info@dairy.co.za
Tel: +27 12 991 4164
Fax: +27 12 991 0878

PO BOX 36332
Menlo Park
0102