Your checkoff dollars helped launch a new national campaign to educate families about bone health.

The campaign, launched in early October, communicates to parents and families that eating a healthy diet that includes three daily servings of dairy foods helps reduce the risk of osteoporosis later in life.

 “Parents need to recognize that osteoporosis is a pediatric disease that shows itself in the geriatric stage of life,” said Jatinder Bhatia, M.D. and fellow with the AmericanAcademy of Pediatrics. “The bone mass built during childhood and adolescence helps determine the lifetime risk of fractures and osteoporosis as people age.”

Four leading health professional organizations support the campaign. They include the AmericanAcademy of Family Physicians, the AmericanAcademy of Pediatrics, the American Dietetic Association and the National Medical Association.

Campaign elements include:

  • Print and Web advertising. Advertising will appear in major media outlets such as USA Today, The Washington Post, Newsweek, Time, People, WebMD, and
  • Media relations. National, state and regional dairy-council staffs will conduct interviews with major consumer media outlets, including a satellite media tour with national and local TV stations that feature Lisa Hark, host of the cable TV show “Honey, We’re Killing the Kids.”
  • Web-based efforts. The Web site will provide a bone health self-assessment quiz and tips about preventing osteoporosis, adopting healthy eating habits and learning more about dairy’s unique nutrient package.
  • Public service announcement (PSA). TV stations nationwide will receive a 30-second PSA about osteoporosis prevention.
  • Health professional outreach. Health professional journal advertorials, patient education materials and other efforts will help solidify dairy’s nutritional package among health professionals.

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Source: National Dairy Council