• by January 17, 2002

The Physicians Committee for Responsible Medicine (PCRM) will launch a public service campaign on Thursday criticizing milk's ability to build strong bones. The Strong Bones campaign will debut with an ad on USAToday.com, featuring a crumbling plaster milk carton and the headline: "Milk. It's Not All It's Cracked Up to Be."

PCRM will introduce the campaign -- which focuses on how parents can ensure their kids build healthy bones -- at a news briefing right across the hall from a dairy industry promotion on Thursday 17 January in Washington, D.C.

"It's time people realize milk is not all it's cracked up to be," says PCRM nutrition director Amy J. Lanou, Ph.D. "Studies show that milk -- besides increasing one's risk of many health problems -- is unreliable for building strong bones. The most effective way to ensure bone health is through exercise and a diet rich in fruits and vegetables but low in animal protein and salt. The truth is that despite what the glossy milk-mustache ads say, cow's milk is a fat-and-cholesterol-laden product that should not be recommended for a healthy diet."

PCRM's educational campaign also includes Parents' Guide to Building Better Bones, radio PSAs, and a newly revamped website at. The crumbling milk carton ad will run for one week on beginning Thursday on USAToday.com, after which it will be distributed elsewhere and available as a PSA.

PCRM has been speaking out about the problems associated with milk consumption since its founding in 1985. Based in Washington, D.C., the nonprofit promotes preventive medicine, especially good nutrition, and higher standards in medical research and education.