810-Lancaster Farming, Saturday, March 29, 2003
Kids * Korner
’Si-
Circus Clowns Introduce ‘3-A-Day For Stronger Bones Campaign’
SYRACUSE, N.Y. Dairy
producers are working to address
America’s calcium crisis and in
crease dairy consumption
through the 2003 launch of
“3-A-Day,” a multi-year market
ing and education program that
promotes three servings of dairy
a day for stronger bones.
The American Dairy Associa
tion and Dairy Council, Inc., in
cooperation with Dairy Manage
ment Inc. (DMI) launched the
check-off funded program, which
will work to increase Americans’
consumption of dairy products
from the current average of one
serving per day to three servings
per day, as recommended by the
USDA Food Guide Pyramid on
March 3, 2003. It encourages
dairy manufacturers to feature
the “3-A-Day” logo directly on
their qualified product packag
ing, which conveys a strong nu
tritional message at the point of
purchase.
America’s low calcium intake
is recognized as a major public
health problem. To address this
concern, the American Dairy As
sociation and the National Dairy
Council, along with support from
health professional partners,
launched a multi-year, nutrition-
Kids from New York City take part in the 3-A-Day cam
paign launch.
Ringling Brothers and Barnum and Bai- cheese, flavored milk, and yogurt parfaits
ley Circus clowns show kids how to bal- at the 3-A-Day for Stronger Bones cam
ance their diets as well as have fun! paign launch.
based marketing and education
campaign called “3-A-Day of
Dairy for Stronger Bones.”
3-A-Day of Dairy brings the
Food Guide Pyramid to life by
providing an easy, actionable
message. The 3-A-Day of Dairy
logo clearly depicts images of
milk, cheese and yogurt. The pro
gram will help health profession
als teach the public about the
bone-building and health benefits
of milk, cheese and yogurt.
With two major events in the
ADADC Marketing region kids
and parents were able to take
part in exciting events that in
cluded dairy product sampling,
milk mustache pictures, and even
clowns.
To debut the dairy industry’s
new 3-A-Day of Dairy program
an event was planned in New
York City with Ringling Bros,
and Barnum & Bailey Circus at
Public School 33 in Chelsea. 350
students assembled to learn how
eating dairy products can build
strong bones and muscles. Three
clowns performed balancing and
juggling acts, that helped repre
sent the challenge that students
have in balancing their diet and
juggling all of the activities in
their busy schedules.
Kids of all ages attend the Strong Chil
dren’s Museum in Rochester to sample
Clowns from Ringling Brothers and Barnum and Bailey Circus helped launch the
3-A-Day campaign in New York City recently.
The climax of the show was
when the school’s gym teacher
received three pies in his face for
not having milk, cheese or yogurt
that morning. The New York
Daily News, and WNBC TV cov
ered the event. The students were
also treated to a dairy party latef*
at lunch with flavored pdlk,
string cheese, and yogurt.
“The event was perfect timing,
the circus was in town and kids
loved learning nutrition messages
through laughter and participa
tion,” said Michele McGinley,
public relations specialist, Ameri
can Dairy Association and Dairy
Council, Inc.
Rochester’s Strong Children’s
Museum was the site of another
launch event which was held
March 1-3. The weekend was
filled with fun cheese cut-outs,
vanilla, chocolate, and strawberry
flavored milk tasting, and yogurt .
parfaits. Kids of all ages were llj f •
able to visit with the dairy prin- 0,1 *^r r
cess as well to learn fiin facts V g ww
about the dairy industry.
According to initial market re- * i
search, the “3-A-Day” program # '*/ I >
will help drive demand for milk, 1 1J I I* < „
cheese and yogurt categories. - w9r '
“3-A-Day” does not replace or jHr
diminish the check-off funded
“got milk?”
kf'