Campaigns should implement a strategy engaging farmers, producers, educators, and influencers in key target markets that highlight and/or result in increased consumer awareness by: • Educating target audiences by informing consumers, retailers, institutions, and other relevant parties about the nutritional benefits of milk and dairy products. • Increasing trust in dairy farmers by helping consumers understand healthy cow farm settings and practices by incorporating evidence-based information on animal care, environmental impact, and land conservation/preservation efforts. • Bolstering and highlighting the local aspect of dairy farming without promoting one specific brand. • Building connections between farmers and communities that result in an improved image of dairy farming and dairy farming practices. • Promoting scientific and market research: o to increase the purchase and consumption of dairy as a highly nutritious component of a diet; o to show the breadth and importance of the integration of dairy products in the American diet; o to show how dairy farmers are part of the climate change solution. • Aligning strategies with other national efforts to promote the purchase and consumption of milk and dairy products.
