Got Milk?June 17, 2015

The Milk Processor Education Program launched the "Got Milk?" ad campaign in February 1994, which encouraged the consumption of cow's milk. It ran for twenty years, as the ad featured the most popular figures in entertainment and sports. Dennis Rodman, Michael Phelps, and Andy Roddick were some of the athletes who lent their names to the cause. Even superheroes like Batman joined the bandwagon. The ads became more stylized as the years went by, which many took notice.

The Milk Processor Education Program ran a successful commodity brand, until it decided to retire it a year ago. It was replaced with a new campaign called "Milk Life". The agency believed the "Got Milk" campaign was outdated, but the message remained the same. National Healthy Bones Week (NHBW) is observed in Australia during the first week of August. This national campaign, which is coordinated by Dairy Australia, has the same message (as the Milk Processor Education Program). But it doesn't have to hire homegrown celebrities.

Most kids drink milk. Lactose intolerance is the reason why some discontinue it, unaware of the importance of milk and dairy products. The human body needs calcium, especially during old age. The bones become susceptible to osteoporosis, where bones become more susceptible to deterioration. This makes life more miserable for senior citizens. Calcium has other nutritional benefits. Here's a short checklist:

You need calcium to reach your full potential adult height. You may notice that the average height of the general population of some countries is shorter than ours. It has something to do with calcium-rich food, but let's not get into the discussion linking height and self-confidence. A child who frequently consumes milk (and milk products) is guaranteed of a healthy adult life. What more can you ask for?

You need calcium to function properly. Exocytosis is an energy-consuming process by the (human) cell, which involves muscle contraction and neurotransmitter release. Calcium is needed (during this process), the lack of which can affect the heart, muscles, and nerves. No need to worry if you don't forget your glass of milk.

You need calcium to protect yourself against cancer. Recent studies have shown that calcium, along with Vitamin D, can fight carcinogenic substances. The mineral is also essential in the prevention of high blood pressure and diabetes. Some will point out that there's nothing definitive about it, but calcium has been more beneficial than you can imagine. As for Vitamin D, you only need a moment under the sun. But don't stay out too long.

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