• by Larissa Faw , May 4, 2018

After directly targeting children for the first time last year, MilkPEP is addressing moms with what the dairy group calls an urgent health message: One in two children over nine isn't getting enough calcium, potassium and vitamin D.

When kids lack these nutrients, they are at risk for serious health consequences, like not reaching their full height potential, an increase in stress fractures and a greater chance of osteoporosis as an adult, per the campaign.

Developed with agency Campbell Ewald, the “Pour More Milk” campaign is based on the American Academy of Pediatrics’ (AAP) recommendation to serve milk — the top food source of these nutrients kids are falling short on — at meals.

It is the first time the group has incorporated AAP research into its advertising messaging.

The creative shows happy children beneath written messages about the health concerns, along with a female voice suggesting milk as the nutritional solution. The ad ends with the message: "Serve real milk at mealtime."

The ads will run nationally on TV networks through during the second and third quarters of the year. The networks include ABC, NBC, TBS, TNT, USA, CNN, BET, Bravo and others.

In addition to digital, in-store, and social content, the campaign is introducing a new section of the client’s Milk Life website to support this new messaging.