BC Dairy Foundation takes hard-hitting campaign to the streets

    VANCOUVER, June 25 /CNW/ - Today, Wednesday June 25th, in front of the
Art Gallery on Robson Street, BC Dairy Foundation has on display a huge
12-foot-tall interactive 'glass of milk' with staff on hand to give away
bottles of flavoured milk. BC Dairy Foundation hopes to drive home the message
from their new campaign: 'Must Drink More Milk.'
    Passersby can interact with the 'glass of milk' by pulling the cord at
the bottom of the glass. The harder the cord is pulled, the lower the milk
level drops. For each glass successfully emptied with the pull of a cord, the
Foundation will donate $2 to KidSport(TM)BC. The more milk participants
'drink', the more money will be donated to charity. BCDF needs the strength of
British Columbians to reach their charity goal for this event.
    The MUST DRINK MORE MILK CHALLENGE takes place from 8:30 am to 5 pm and
is a fun way for locals to contribute to a worthy cause, while enjoying a free
bottle of flavoured milk. Milk for the Vancouver event is generously donated
by Saputo Foods Limited.

    'Must Drink More Milk'

    The majority of BC's population under-consumes milk, including pre-teen,
teen and young adults. Youth are faced with an overwhelming number of drink
choices, and keeping milk top-of-mind is the driving force behind BC Dairy
Foundation's new campaign.
    "Getting people to understand the importance of milk can be a huge
challenge," explains Robin Smith, Executive Director of BC Dairy Foundation.
"Milk faces diverse competition for people's attention as hundreds of energy
drinks and vitamin-enriched waters enter the market. However, BC Dairy
Foundation's slogan, 'Must Drink More Milk', is something we believe in and
want to get across."
    Robin says that there's plenty of evidence to indicate that milk helps
increase bone density in growing bodies. "By the age of sixteen, milk
consumption typically begins to decline and studies have shown that this is
when children need it the most," he says. The Foundation recognizes that teens
and pre-teens don't drink what is good for them, they drink what is 'cool' to
drink. "That's why we've developed YouTube videos and funny TV ads, and why
today we're handing out flavoured milk, while letting kids be a part of
contributing to a great local charity."
    The MUST DRINK MORE MILK advertising campaign highlights the importance
of children and teens drinking more milk in their day-to-day lives. The BC
Nutrition Survey (2004) shows that 77% of BC's population does not consume the
minimum recommended servings of milk products a day, and additional research
evidence supports the need to increase milk consumption:

    1.  According to the Canadian Health Survey, 83% of girls age 10-16 fail
        to meet their recommended servings from the Milk & Alternatives food
        group. (Garriguiet, 2004).
    2.  Other Canadian (Saskatchewan Bone Accrual) studies reveal that proper
        bone development can be hindered from low or inadequate calcium
        intake. (Whiting, 2004).
    3.  Studies done in New Zealand reveal that young children who avoid
        drinking cow's milk are at increased risk for developing bone
        fractures. (Goulding, 2004).

    The MUST DRINK MORE MILK CHALLENGE will also be in Kelowna July 1st to
Celebrate Canada Day at the Made in Canada Marketplace located at Waterfront
Park (Rhapsody Plaza by the Dolphins, and in Victoria on July 3 along the
seawall in front of the Empress Hotel. BC Dairy Foundation hopes everyone in
these communities will come out to enjoy a glass of milk to support 

    About BCDF

    BC Dairy Foundation (BCDF) is a not-for-profit organization with the
mandate of increasing consumption of fluid milk in British Columbia. Since
1974, the Foundation has developed and delivered leading edge nutrition
education programs for many thousands of school children. The Foundation is
funded by the dairy producers of British Columbia.

    About KidSport BC

    KidSport(TM) is a community-based sport charity that provides grants for
Canadian children age six to 18 to participate in a season of sport of their
choice. For KidSport(TM) success is measured by the number of new sport
opportunities created for children who would otherwise not have a chance to

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/

For further information:

For further information: Tyler Wright at tyler@smak.ca or (604)
992-0718; BC Dairy Foundation, www.bcdairyfoundation.ca; KidSport BC,

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