Brief:  
  Development of a campaign strategy for milk in schools, to highlight to children, parents and teachers the importance of milk for children as they grow.  
     
  Strategy and implementation:  
A flyer was developed to appeal to both children and young parents, and which unfolded to form a poster all about milk. Central to the visual communication message was the child as a sprouting seed which needs protection, so that it will grow to be a stong and straight shoot – without a bent back from lack of calcium.
Some basic tips for daily best practice were passed to parents in the form of a handy notice which, like a reminder or a shopping list, could be stuck on the fridge door.