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Dairy Farmers of Canada conducts awareness campaign

The Ottawa-based Dairy Farmers of Canada has begun a communications campaign promoting the impact of dairy farms on local communities. The campaign, called the "Milkle-Down Effect," is intended to raise support for the Canadian dairy supply management system while international trade negotiations are proceeding. It will highlight specific local effects of the dairy industry, including tax payments funding municipal sports or the purchase of machinery from local manufacturers.

The initiative began last week with radio commercials and will continue nationally through June and July with radio, television, print and digital advertising, as well as public relations, social media activities and a website at <>. The campaign is being managed by DDB Public Relations.

"With Canada engaged in international free trade discussions, it is important for Canadians to understand the value of Canada's dairy industry and what it contributes to Canada both economically and socially," said Wally Smith, president of Dairy Farmers of Canada. "Canadian dairy farm families are committed to keeping Canadian dairy local. That means that every dollar you spend is reinvested by dairy farmers in their local communities."

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