NATIONAL GETTING ADULTS TO DRINK MILK
By Adnews Staff
Toronto-based NATIONAL Public Relations is launching a PR campaign next week for the Dairy Farmers of Ontario. The goal of the campaign is to get more adults drinking milk. A print and TV campaign to increase adult consumption began in August. It was created by BBDO Worldwide of Toronto. This is the first time the organization is using PR in conjunction with an advertising campaign. It is doing so because the campaign is targeting adults. "They see PR as increasing the level of understanding of the benefits of milk," NATIONAL vice-president Steve Skidd told Adnews last week. "Advertising can only go so far in the building of understanding." The Dairy Farmers of Ontario is a non-profit organization that represents all dairy producers in the province. It was formed in August by the merger of the Ontario Milk Marketing Board and the Ontario Cream Producers' Board.