Leading dairy industry members group together with celebrities in new ‘make mine Milk’ project
New video released to put an end to bullying.
Caggie Dunlop from Made in Chelsea
Leading dairy industry figures have come together with top TV stars to be part of a new campaign launched by ‘make mine Milk’ today, which aims to stamp out bullying for good.
In the video, industry figures from the Milk Marketing Forum, journalists from Farmer’s Guardian and Farm Business join stars from TV shows such as Made in Chelsea, Harry Potter and Game of Thrones. Alongside British teenagers, they can be seen popping balloons emblazed with words that teenagers most commonly associate with bullying including ‘hurt’, ‘sad’ and ‘afraid’. The video can be viewed on YouTube.
Throughout the day, the general public will be encouraged to share the video across Twitter using #banggoesbullying. Balloons have also been sent to schools across Britain to encourage further support from the British public today.
Caggie Dunlop
Sandy Wilkie, Chairman of the Milk Marketing Forum commented: “The celebrities we have onboard are a great group to work with on the final project in our partnership with BeatBullying – they have a huge influence amongst our target demographic which will mean that this message will spread like wildfire. It’s a great way for us to show that the milk industry is helping young people to grow stronger – both emotionally and physically.”
Emma-Jane Cross, CEO and founder of BeatBullying, said: “The words on these balloons are the genuine feelings that young people told us they most associate with bullying, serving as a heartbreaking reminder of the nightmare that many face on a daily basis. We hope that this video will inspire members of the public to stand up against bullying and support our campaign to put a stop to it once and for all.”
The partnership between the ‘make mine Milk’ campaign, which promotes milk and dairy as part of a healthy diet, and BeatBullying, the charity which aims to make bullying unacceptable has been running since November 2012. Over the last year, the two organisations have launched six different campaigns, including the ‘Better Breakfast’ initiative fronted by Baroness Tanni Grey-Thompson and Olympic gold medallist cyclist Dani King.
Since launch (in April 2010) the ‘make mine Milk’ campaign has helped to improve the British public’s emotional goodwill towards the ‘white stuff’. For example, the number of people ‘happy to be seen drinking milk’ has improved by +14% and the number of people who think that ‘milk is cool’ has gone up by +34%. Furthermore, the campaign has also helped to not only halt the 20 year decline in milk sales, but increase the sales and consumption of milk every year since the campaign launched.
