| Strategic Situation | Goals&Obstacles | Outcome | Communication Goals | Event | Timetable |

Description of Group

This project is a media campaign designed for a new group called the “Anti-Dairy Coalition.” [The coalition is a hypothetical group designed for this project, based on actual groups such as the Dairy Education Board, etc.] The group is composed of like mined health groups who have objections to the diary industry. The coalition is headed by anti-dairy lobbyists, doctors, medical researchers, dietary experts, and health professionals who advocate a vegan vegetarian diet (plant based diet, no dairy, no eggs). The Anti-Diary Coalition investigates, researches, lectures, and disseminates information regarding the negative side of dairy.

The Anti-Dairy Coalition will be composed of members of the Dairy Education Board, the Physicians Committee for Responsible Medicine, as well as various prominent vegetarian groups. It will also form links with animal rights groups such as PETA and the Humane Society. The membership of the group consists of an executive council made up of the directors of its constituent organizations. These organizations have members in the US and internationally; in Canada, Australia, and in Europe.

The driving force behind the Anti-Dairy Coalition is the need to raise awareness of the safety of diary products used for human consumption. Research into the effects of dairy products on humans has been around for several decades. Regarding the public image concerns of the Anti-dairy Coalition, the group prefers not to be thought of as an “animal rights” group. Its main focus is on health issues.

The anti-dairy movement has gained national attention in the past on CNN, the national networks, the major papers, and in Time and Newsweek. Much of that media attention has been positive, when dealing with a specific issue, such as Bovine Growth Hormones in milk, or in criticizing poor hygiene in milk production. Some editorialists in the national papers have criticized the group for its activism. Anti-dairy is known to the national media in the US and abroad.

Strategic Political Situation of Group

The Anti-Dairy Coalition is a multi-group coalition. It is an umbrella organization representing the broad spectrum of sub issues regarding the criticism of the consumption of dairy products. Within the group there are varying interests, points of view, and reasons for being anti dairy. The overall mission of this campaign is to discuss human consumption of dairy as a health issue. There are members in the coalition who take the “animal rights” position on dairy in addition to the health issues.

The core direction of this campaign will consist of publicizing information generated by researchers, dietary experts, and concerned citizens on health related topics. The organization does not limit the membership’s involvement in and support of vegetarian groups and those concerned for animal welfare. However, the driving force behind the Anti-Dairy Coalition is the need to raise awareness of the safety of diary products used for human consumption.

There are some important public image concerns of the Anti-Dairy Coalition that need to be addressed. During the campaign the group is advised to avoid being thought of as an “animal rights” group or as an entity linked with the activities of groups such as PETA. Animal rights groups, while having campaigned alongside anti-dairy, have a tendency to skew the focus and public perception of the anti-dairy movement to one of animal rights. Groups such as PETA have at times received condemnation for their militant tactics in the anti-fur campaign. PETA, while running an anti-dairy campaign, received much criticism for running inappropriate and offensive billboard advertisements. One such campaign urged college students to drink beer, not milk. This brought condemnation upon the group. It is in the best interest of Anti-Dairy to distance itself from this negativity. However, groups such as PETA can be effective allies in providing funds and grass roots support for the movement. In any campaign, the direct involvement of PETA will not be mentioned or advertised, however members of the group must still be welcome within Anti-Dairy. Organizers are advised to balance these interests carefully.

Goals and Obstacles

As a movement, Anti-Dairy has several obstacles to overcome, and several goals to reach. Milk is “sacred” in western society. There are a plethora of health researchers working for the dairy industry in support of dairy products. Milk is generally regarded as safe and healthy, as well as a good source of calcium. Whenever someone seeks to challenge the status quo of established health “facts” there is reaction. The main obstacle to Anti-Dairy is one of achieving legitimacy and credibility regarding its valid health concerns. This can be difficult as the dairy industry is well entrenched, wealthy, and powerful. It has a large “food chain” of interests who do not react kindly to any sort of challenge. There is also the public perception about dairy, which is positive, and well entrenched. The group must build credibility and awareness slowly in order to be successful.

Funding

The Anti-Dairy Coalition will receive funding from its constituent member organizations and through direct donations and membership fees, which include a subscription to a monthly newsletter. Other revenue is raised through the sale of “Anti-Moo Material” on the Internet, such as T-shirts, hats, mugs, and other items with logos or slogans on them.

It is anticipated that the Anti-Dairy Coalition’s funds will be limited, and used mainly to pay for staff expenses and its lobbying efforts. In order for the group to carry out a large scale, national campaign, it must rely on funding from its member organizations, as well as volunteer efforts from grassroots members. The group is the central coalition for those with a common objective of questioning diary. In the realm of planning a national campaign, the group aims to pull together all its associate members to speak with one voice on this specific issue of dairy.

Outcome of Campaign

The long-term goal of the Anti-Dairy coalition is to change the public attitude about dairy from one of acceptance to one of caution. This cannot happen all at once. It must be taken in small steps. The public should be informed about the most pressing issues regarding the consumption of diary. Namely, that there is a health risk associated with consuming dairy. The over consumption of dairy in the form of whole milk and fatty cheese pose an immediate health risk to the American population. Most leading health experts agree that over consumption of fatty foods leads to obesity, which in tern leads to health problems. Another area of concern are the genetically engineered bovine hormones present in mass produced milk. These are areas where Anti-Dairy will be likely to score the most points with the public. Anti-Dairy is also critical of the dairy industry and its aggressive advertising campaign. This misinformation, the group believes, deceives people into over consuming diary products to the detriment of their health.

The main thrust of this campaign effort is to raise public awareness. Long-term goals are to affect public policy change, eventually removing dairy from the governments “recommended” food guides. For this to happen, attitudes must change. It will take time before dairy shifts from being considered a health food to being refereed to as “junk food”. In the short term, the core goal of the yearlong campaign is to move the issue into the public spotlight. A goal is to lend the issue some needed credibility and legitimacy. As it stands, anti dairy information must move from “junk science” to practical lifestyle advice.

Changing Public Opinion

Change the public perception of the movement in the same way that traditional medicines, vegetarianism, holistic movements went from fringe to mainstream. It is clear that not everyone in society is a vegetarian. They are in the minority, however the public’s perception about vegetarianism is more positive than in the past, and they are aware of vegetarianism as being a “healthy alternative.” In this way, Anti-Diary hopes to attack the publicity of the diary industry promoting that milk is necessary for health. We want people to at least contemplate that milk “does a body bad” and has an “unhealthy” side to it. Furthermore, that the diary industry is a big business which is irresponsible for not alerting people to potential health implications form the over consumption of dairy.

The connection with this event and the Anti-Dairy Coalition’s goal relates to raising awareness. This is the best time to spark public debate about dairy. Over the past year the media and public have been more perceptive to agricultural and livestock epidemics such as mad cow disease and foot and mouth disease. As well as fearful of bacteria tainted food products and other such food industry scandals. An event such as this is likely to draw media attention. Having a large scale event in Washington will force the issue into the spotlight. This will aid the year long campaign, as the research material presented and interest generated will stimulate discussion in other forms of media such as the health and lifestyle media. The event gives a “face” to the movement, and provides some visual references as a backdrop to the groups information, which is rather scientific and technical. Research material and health information can be dull for most. A public campaign which aims to drive home a message in simple terms is the best way to get the attention of the public.

The issue will be kept alive by the constant supply of information and experts to the media by the Anti-Dairy Coalition. In addition to media, local speaking engagements, lectures, and seminars will be held nationally throughout the year. Special target groups are those who are health conscious and women with school aged children. These groups are likely to pay close attention to information about health and nutrition, and they are in good positions to influence others in their family and community. In terms of media coverage, getting an anti-dairy spokesperson on the Oprah Winfrey show before or after the event would be extremely beneficial, especially if Oprah Winfrey endorses Anti-Diary concerns. A pretext for renewed media coverage is the Event, as well as new and updated dairy related research information. Local morning shows, cable television specialty show, as well as the local print and magazine press are likely to echo any coverage given at the national level. It is up to the communications team to provide media outlets with expert speakers and information.

Communications Goals for the Event

A. Ideas

(1) Diary products can be unhealthy.
(2) Doctors, Health Experts, and Nutritionists, backed by credible scientific evidence show how unhealthy dairy is.
(3) Milk is linked with Mad Cow Disease, Foot and Mouth, Cancer, bovine
hormones, fatty cholesterol, mucous, and pus!
(4) Milk and dairy is BAD for the lactose intolerant. Many of whom are racial minorities. African Americans (70% lactose intolerant), Asians (90% l.i.), Hispanics (40% l.i.), Whites (25% l.i.). Therefore they should not give free breakfast and lunch milk to kids in schools!

B. Target News Outlets

National television: ABC, CBS, CNN, FOX, NBC, PBS
National Press: New York Times, LA Times, Washington Post, AP, other news wire services, Time, Newsweek, other national circulation health, nutrition, men’s and woman’s magazines. National morning and daytime talk shows such as Oprah, Rosie O’Donnel, and Good Morning America. Local: Affiliate Network stations. Local papers via the wire service. Local health publications, and niche market health publications. Special publications targeted towards professionals in Health Care and Fitness will be targeted after the Event, with more appropriate scientific research information.

C. Target Audience and Coverage

The average American who consumes diary. Another target are those who are health conscious and actively search for “healthier living” information. Women with school age children or babies. Health care professionals who are not informed about dairy product negatives. As many media outlets as are interested in the issue will be targeted.

D. Context for Reaching Audience

In terms of context, the average American will be introduced to the idea that milk and dairy are not “perfect” healthy foods. Credible scientific evidence suggests this. It is important for someone who tunes into a 30 second report or a column headline to mentally register that a group of doctors and researchers (legitimacy) is raising concerns about the health effects of milk and diary products. For those who have an interest in the subject, such as the health conscious, women, doctors and nutritionists; awareness of the alleged problem with dairy, and availability of more information and research on the subject. Whenever possible, the website and other contact information for the Anti-Dairy coalition will be pushed.

Staging a Media Event – Description

Dump Your Milk in the Potomac Day

The event will take place along the banks of the Potomac River, in mid April, several months into a yearlong campaign that begins in January. The weather in Washington DC around this time is very conducive to an outdoor presentation. The timeframe for the event is from 11 AM – 2 PM. This will allow plenty of opportunity for coverage and deadlines by the TV networks. It is also conveniently staged around lunchtime, when people are likely to be drinking their milk or eating cheese.

The exact location is the park space along the Rock Creek and Potomac Parkway, on the banks of the Potomac. The event will be set up in the largest open space between the Watergate Complex and the Kennedy Center for the Performing Arts. This embankment provides open access to the water, as well as a scenic view of the cherry trees. The park has enough land space to accommodate a crowd of several hundred onlookers.

A stage and podium will be set up by the banks of the Potomac. The stage will also have tables with information pamphlets. To its right will be several pavilions featuring members of vegetarian and health organizations. Some participants will also be holding large placards with information pertaining to dairy, as well as “Anti-Dairy” and “No-Moo” logos.

The total event should not occupy more than 500 square meters of space, unless there are larger crowds. Should this occur, they can easily be accommodated in the large park space. Loud speakers, microphones and other AV equipment will be set up, mainly near the stage. The stage can be covered in case of rain, and gazebo style tents will be on hand to cover pavilions, should it rain that day. The Anti-Dairy Coalition, and member organizations will have their own television crew and photographers on hand to document the event. Edited copies of video, audio, as well as full transcripts will be made available to the media as fast as possible. Several direct live sound feeds will also be available to the media upon request.

As a matter of logistics, a hospitality RV will be set up outside of the Event area. Refreshments will be served to the speakers and the media. A food pavilion will be set up at lunch hour to serve vegetarian, non-dairy snacks and beverages to participants.

Arrangements will be made for access to public washroom facilities (at the Kennedy Center). Signs will be posted to this effect. All rules, regulations, and permits required by the District of Columbia will be acquired far in advance. This will be the responsibility of the Legal team. Qualified staff will see to the safe transport of the cow, as well as supervising her while at the event. Staff will also handle cleanup after the event.

(See Schedule of Events and Map for a more detailed description of events)

Overall Year Long Campaign

This event fits into a yearlong public awareness strategy. The goal is to educate the public at large as to the health concerns of consuming dairy. Anti-Dairy Coalition will step up its public education efforts well in advance of the Potomac rally. Such efforts will include the distribution of research, newsletters, and background pieces to newspaper and magazine journalists. A target group is health, fitness, and science beat reporters. Newspapers are by no means the only targets. Another focus is the plethora of health, science, woman’s, men’s, and fitness magazines. Additionally, Anti-Dairy will actively encourage its members in the academic and research community to contribute articles to such publications, or to make themselves available as “experts” to journalists who need research for stories. The Anti-Dairy media relations team will actively assist in this effort. A newsletter will be launched and circulated to target groups. Such groups include family doctors, health clinics, fitness and wellness centers, dietitians, pediatricians, as well as parent-teacher groups and schools.

This education campaign will take place nationally over the course of a year. The campaign will shift into “high gear” and take on a national focus starting with the Dump your Milk in the Potomac Day rally. Following that event, and the subsequent involvement of television media, Anti-Dairy public relations personnel will try to capitalize on media exposure by booking anti-diary experts on the national and local talk show circuit. The research and article writing campaign will continue as usual.

The goal of this strategy is to educate the public about the ill effects of dairy on humans. The campaign may no doubt stimulate much discussion on the topic. When and if the campaign is successful at affecting enough people to question dairy, and to stimulate legislative action to this effect, this specific education campaign will conclude. At that point the Anti-Dairy Coalition may then shift its focus to a legislative one.

Timetable of the Event: In the Context of the Yearlong Campaign

January 8, 2001. The campaign is launched in Washington DC with a Media Conference.

January 9, 2001. Launch of “NO MOO” weekly Email activist newsletter and website. This membership newsletter is in coordination with the campaign. Both full versions and a “digest” edition will be available on the website, and for media.

January 26, 2001. The creation of DEB-PAC. (This new political action committee is not a part of the campaign, but rather the result of a decision by the Dairy Education Board. It is the political lobbying arm of the Anti-Dairy Coalition)

February, 2001. Coordinated bi-weekly news releases.
Dairy Education Board Journal of Health, Quarterly. This publication is in the form of an academic journal, and is geared towards health care professionals and dietary researchers. However, there are columns and articles in the journal, written by Doctors and Health Experts, which contain practical advise in plain language. There are also reviews and critiques of books and other publications. There is also a full Internet version of the Journal, featuring the plain language material.

February-January 2002 There will be news releases, of varying frequency, depending on importance of event or medical research finding. Local speaking tours are planned across the country. Target locations are University campuses, private speaking engagements with doctors groups, health care worker groups, parent teacher groups etc. This will be ongoing throughout the campaign. A particular strategy employed in some areas of the country will be to have informed health experts testify before school board committees and hearings. Their goal is to educate board officials about why they should not give out milk in “free breakfast” or “Head Start” programs in their districts. Alternatives such as soy, calcium fortified juice, and water will be recommended. This can have the effect of stimulating coverage by local education beat reporters at school board meetings.

April 2001. Have experts give as many interviews and get on as many shows as possible before and after the event, to promote it.
· The event is held in Washington DC
· Follow-up to the event. Speaking tours by “featured” speakers who were at the event. Speaking tours are in combination with show appearances and with news media interviews. The local radio or TV talk show circuit is a good avenue.

May-September 2001. Follow-up local “Dump Your Milk” campaigns, following the national example. The Anti-Dairy coalition will stage several local “Dump Your Milk” days in cities all over the country. These events will be similar to the one held in Washington, featuring speakers and local doctors. A second series of large rallies will be held in Boston, New York, Chicago, and another in Los Angeles.

October-December 2001. Continuation of year long strategy Around December there will be an assessment of the campaign. It may either continue on or shift in focus from that point. In order to maintain a consistent message, larger speaking tours as well as national news media interviews, will be conducted or lead by several key members of the Anti-Dairy Coalition. Some of which are activists, lobbyists, doctors, and researchers. All of whom are well prepared to stay focused on the strategic message of the campaign.