Promotion programme highlighting the characteristics of European dairy products in terms of nutritional and health aspects including proper dietary practices on the internal market

This simple programme is part of a general objective to improve consumer knowledge about milk and dairy products (produced in Europe) and raise general awareness about the merits of EU agricultural products and the high standards which apply to European Union production.The programme’s specific objectives consist in highlighting the benefits of dairy product consumption (in a nutritional sense this concerns milk, yoghurt and fermented milk, and cheese) by promoting a healthy, balanced diet and physical activity to prevent obesity and excess weight in line with the White Paper on Nutrition, Overweight and Obesity-related Health Issues, published by the European Commission. This action takes place within a severe milk crisis with a decrease in consumption and a deterioration of image.To reach the objectives, the chosen strategy is to implement a communication plan in the first instance targeting health professionals and key opinion leaders to re-establish confidence in milk and dairy products and give credibility to the messages; the action includes symposia, a website, online courses and PR activities with professional media. The second target group of consumers, with a focus on young adults 15-35 years old and women, will be encouraged to combine regular physical activity and dairy product consumption for a better health and weight management; the action includes digital and social media activities (fact checking platform, a website, online games etc.) as well PR activities to reach the largest audience. At the end of the final year, a survey among four European countries is scheduled to test the possibility of exporting certain activities and creating a tailored toolbox to help other countries implement their own programme, providing a European dimension to this action.Budget: EUR 3 720 567 over 3 years.