2018 September Board Book

Reframe the Dairy Health Story

CMAB Functional Priority

Influence the Influencers

Activation

California milk and dairy products are a healthy, tasty way to get essential vitamins and minerals

Key Messages Delivered

California dairy is a healthy source of protein Dairy fits into modern diets, healthy eating plans Look for the Real California Milk seal

Health Professionals: Health Expert Social Media Content Results: 4 posts/135k Impressions CMAB partner Nurse Barb Dehn shared the health benefits of dairy foods with her followers,

including recent research about how high protein dairy contributes to a reduced risk of diabetes and the benefits of milk nutrition on World Milk Day (June 1).

Health Influencers: Social Media Influencers Results: 1.05M Impressions (to date)

CMAB partnered with eight social media influencers that focus on food, nutrition, health and family for a day-long learning session with culinary, nutrition and social media experts to share the dairy nutrition story. Partners Run- Eat-Repeat, Eat Live Run, Petite & Toned, Dash of Ting, Diet Assassinista, A Lady Goes West, Mom’s Kitchen Handbook and Coach Alyssa Chang will be sharing content on health eating with dairy and how dairy fits into current health eating trends throughout the summer. May launched an ongoing partnership with social media influencer, Run-Eat-Repeat for an ongoing content series showcasing how dairy fits within an active, healthy and balanced lifestyle. Health Influencers: College Students Q3 will launch a partnership with Spoon University, an everyday food resource for millennials with content from over 5,000 contributors at more than 150 college campuses nationwide, for a recipe video and custom article featuring Real California Yogurt in three recipes for students to help fuel them as they head back to school. The campaign is expected to garner 7M potential social impressions with 1M guaranteed video views. Health Influencers: Elementary Students – Farm Academy Live CMAB is sponsoring an update to the dairy curriculum offered to elementary school students through Farm Academy Live, a series of programs that facilitate science-based learning directly into classrooms using video conference technology to connect, and agriculture as the platform driving the discussion. Farm Academy Live provides virtual field trips to farms using interactive video conference technology. This partnership gives CMAB/the dairy industry to review and provide input on updated curricula as well as incorporating the RCM seal (and dairy nutrition elements) into the dairy programming. The new, on-demand format will provide access to a Health Influencers: Social Media Influencers Results: 13 posts/978k impressions