The U.S. dairy industry is launching a new initiative to highlight the critical role of dairy in early childhood brain development. Spearheaded by the dairy checkoff organizations, the campaign aims to emphasize dairy’s importance during the first 1,000 days of life through media partnerships, social media engagement, health collaborations, and checkoff-produced content.
The dairy industry in the United States is launching a major initiative to spotlight the vital role of dairy in early childhood brain development. Spearheaded by the dairy checkoff organizations—including Dairy Management Inc. (DMI), the National Dairy Council (NDC), the Innovation Center for U.S. Dairy, the U.S. Dairy Export Council, Newtrient, GENYOUth, and MilkPEP—this campaign aims to emphasize the importance of dairy consumption during the first 1,000 days of a child’s life. The dairy checkoff, a farmer-funded program, supports the industry through marketing and research, with a focus on advancing dairy science and enhancing public awareness of dairy’s health benefits.
Campaign Overview
The initiative focuses on the critical first 1,000 days of life, from pregnancy through the child’s second birthday, a period crucial for brain development. The campaign will use multiple strategies to highlight the importance of dairy’s nutrients, such as iodine and choline, which are essential for cognitive development.
Strategies and Collaborations
- Media Partnerships: Good Housekeeping and USA Today will publish articles in September that delve into the science behind the first 1,000 days and the benefits of dairy. This will be complemented by print ads and social media promotions through these media channels.
- Social Media Engagement: Influencers and pediatric dietitians will share content about the role of dairy in brain health, with campaigns on platforms like Instagram, TikTok, and Facebook. Notable figures include Marina Chaparro and Ryann Kipping.
- Health and Wellness Collaborations: NDC has partnered with the American Academy of Pediatrics (AAP) to create a nutrition education program for pediatricians. Collaborations with WIC and other health organizations will further educate about dairy’s importance in early childhood nutrition.
- Checkoff-Produced Content: The campaign will utilize Undeniably Dairy channels to distribute articles, videos, and other content focused on dairy’s role in infant brain development and cognitive health.
Looking Ahead
Megan Maisano, Director of Nutrition and Regulatory Affairs for NDC, emphasizes the campaign’s potential impact:
“Good nutrition during pregnancy, lactation, and early childhood is foundational for a child’s growth and development. Dairy provides essential nutrients at an accessible cost, making it a vital part of early childhood diets.”
Megan Maisano, Director of Nutrition and Regulatory Affairs for NDC
This initiative reflects a broader effort to integrate dairy into discussions about infant health and cognitive development, ensuring that parents and caregivers have access to the latest scientific information on the benefits of dairy.
