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From 16 February 2003 Issue

Dairy Council's "3-A-Day" Fraud

The National Dairy Council is launching a massive PR campaign called "3-A-Day" to promote consumption of dairy products (see www.3aday.org). Unlike their "milk mustache" and other PR campaigns, this one is also likely to cause confusion with the National Cancer Institute's highly successful "5 A Day" and thereby reduce consumption of vegetables and fruits.

The Produce for Better Health Foundation, which runs the "5 A Day" campaign, is acutely aware of this and has undertaken a diplomatic effort to get the NDC to desist. We offered our help, but were asked to hold off to give diplomacy a chance. The effort has been unsuccessful, ads for the "3-A-Day" campaign have already appeared in national magazines, and a major PR launch is scheduled for March 3.

The PBHF has now requested our help, and we plan to comply. Specifically, we are launching a major media campaign and a letter-writing campaign to supermarkets asking that they not participate in the "3-A-Day" campaign.

If anyone is interested in participating or offering ideas for combating this fraudulent campaign, please contact FARM at farm@farmusa.org 

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