Young people have been a very welcome and surprising feature of the series of public promotions in the six weeks since the Irish international and the Wolves star attended the campaign’s launch at the National Ploughing Championships in Athy.
National Dairy Council chief executive Helen Brophy said: “We are living in a society where 42% of Irish teenage girls and nearly one fifth of Irish teenage boys have inadequate calcium intake. You can see why young people and teenagers are a very important target market for us, and Kevin Doyle has been an invaluable partner in getting that message out.”
The campaign sets out to reach young people and specifically to target 11-20 year olds, including the promotion of the nutritional benefits and consumption of milk and dairy through an association with sport.
It is also focused on 20-35 year olds, particularly young women, with a focus on the nutritional benefits of milk and milk products such as cheese and yoghurt, in the battle against osteoporosis.
The first phase of the three-year campaign runs until March next year. In addition to radio and national print media, the campaign includes media selected to reach youth and sporting audiences as well as digital online advertising with sites ranging from You Tube to MSN.
Ms Brophy said: “We’re aiming to engage with younger audiences to help them see the relevance of the recommended dairy dietary guidelines to them, in their own language.”
The NDC will also, as part of the three-year Milk in Action campaign, produce printed materials such as information guides and co-ordinate seminars throughout the country which will target women in particular on the subject of osteoporosis. The NDC has plans to engage with health and fitness specialists and co-ordinate regional workshops with a focus on sports and fitness.
“The Milk in Action campaign complements the existing NDC programmes which are in place as part of our strategic plan,” explains Ms Brophy.
Milk in Action is a collaborative venture between the NDC in the Republic of Ireland and partners in The Dairy Council (England and Wales) and The Dairy Council (Northern Ireland).
Over three years, the NDC Milk in Action campaign will receive728,470 funding from the EU; matched by €291,388 from the Department of Agriculture, Fisheries & Food (approximately €100,000 a year); and, over three years, €437,082 raised by Irish NDC members.