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Dairy Farmers of Canada ready obesity campaign

Dairy Farmers of Canada has prepared a new advertising campaign intended to promote the role of dairy products in achieving and maintaining a healthy weight. The effort, described by the organization as one of its biggest campaigns in recent years, was created by Allard Johnson of Montreal. It will consist of outdoor advertising on bus shelters and columns, magazine advertising and Internet materials. The initiative will also make use of posters in the changing rooms of fitness centres, provided by Zoom Media and New Ad. The creative consists of three words describing fitness activities, such as "Bike, Walk, Run" or "Swim, Dance, Jump," with images of various dairy products taking the place of one letter in each word. The ads also direct viewers to a website located at <>. A 52-page magazine will also be produced in association with Transcontinental. A communications program aimed at health professionals will also be used. At press time, no details were available regarding the duration of the campaign or the markets in which it will run.

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