BC Dairy Foundation: Don't Take Your Body For Granted campaign
Mark LaneOVERVIEW
The BC Dairy Foundation (BCDF) was established in 1974 to promote milk consumption in the Canadian province of British Columbia. Dividing its resources between in-school educational efforts and mainstream media campaigns, the organization, like most milk marketers in Canada, primarily targeted adults in its advertising. For much of the 1980s and 1990s, however, rates of milk consumption in British Columbia, as in other parts of North America and the world, declined substantially. In 2003, enlisting agency Palmer Jarvis DDB (later referred to as DDB Canada, Vancouver), BCDF...