New 'Milk It!' Campaign Meets Kids Where They Play

The Milk It! campaign features inspiring real kids who are truly milking life with the tagline, "There's awesome inside of everyone… all you gotta do is milk it!" It's rooted in researchⁱ that revealed that kids really do love milk. They love the taste, and they love the way it makes them feel. In fact, 41 percent of kids said they would drink more milk if they could. The problem is that fewer kids are drinking milk than in years past, which means they may not be getting enough of the essential nutrients they need to help them be their best.

Why Choosing Milk Matters for Kids
Moms – and kids – have lots of options when it comes to what they drink. As a result, many moms aren't encouraging milk like they once did. But choosing the right beverages – like milk – is so important, especially for kids. Studies suggest that regularly drinking milk during the growing years (all the way through late teens/early twenties) is linked to reaching height potential, bone size and bone mineralization, while research has linked skipping milk to reduced height and increased fracture rates. ^{ii, iii, iv, v}

The Milk It! campaign connects directly and authentically with kids at a key age – 9 to 10 years old, when they start to make decisions about drinking milkⁱ – to remind them why they love milk and encourage them to build milk-drinking habits now that will continue as they grow older. It's a strategy that complements the Milk Life campaign, which works to remind moms of the importance of milk for her kids. The ultimate goal: make sure kids get key nutrients they need from milk.

All You Gotta Do is Milk It!
"Milk is a time-tested, research-backed, nutrient-powerhouse that kids happen to love," said Miranda Abney, MilkPEP senior marketing director. "The Milk It! campaign is a relevant and inspirational effort to remind milk's number one fans what they love about it."

The Milk It! campaign is designed to meet kids where they play – on YouTube, on partner media channels and on the ground at grassroots events. TV ads are complemented with a kids-only YouTube channel, materials for educators developed with Scholastic and grassroots collaborations with Kick It 3v3 Soccer Tournament and Nickelodeon's Worldwide Day of Play initiative.

About MilkPEP
MilkPEP, Washington, D.C., is funded by the nation's milk companies, who are committed to increasing fluid milk consumption. The MilkPEP Board runs the Milk Life campaign, a multi-faceted campaign designed to educate consumers about the powerful nutritional benefits of milk – with 9 essential nutrients, including high-quality protein, in each 8 ounce glass. For more information, go to milklife.com. Campbell Ewald is creative agency for the Milk Life campaign – from America's milk companies.

ⁱ Exactcast research for MilkPEP with study of 2,400 moms and 1,500 kids. 
ⁱⁱ Wiley AS. Does milk make children grow? Relationships between milk consumption and height in NHANES 1999-2002. Am J Hum Biol. 2005;17:425-441.  
ⁱⁱⁱ Ruffing JA, et al. Determinants of bone mass and bone size in a large cohort of physically active young adult men. Nutr Metab. 2006;3:14.   
^iv Rockell J, et al. Two-year changes in bone and body composition in young children with a history of prolonged milk avoidance. Osteporos Int. 2005;16:1016-1023.
^v Goulding A, et al. Children who avoid drinking cow's milk are at increased risk for prepubertal bone fractures. J Am Diet Assoc. 2004;104:250-253.

SOURCE MilkPEP