Campaign Details & Goals
In 2009, J-milk designated June 1 as Milk Day in Japan, in line with the intent of the FAO, which advocated World Milk Day, and also designated the month of June as Milk Month in which entire people in Japan’s dairy sector collaborate to communicate the value of milk. Together with members of Smile Project for Milk and milk fans, there were various opportunities to express gratitude in order to celebrate Milk Day/Milk Month and promote understanding for the value of milk and dairy products as well as the dairy initiatives.
For more information: https://www.j-milk.jp/milkday/index.html
Project by J-milk and the Ministry of Agriculture, Forestry and Fisheries Smile Project for Milk: https://www.maff.go.jp/j/chikusan/gyunyu/lin/gyunyu_smile.html
Campaign Type
- Social Media
Location
Japan
Dates
June 1, 2024
–
June 30, 2024
Elements of the campaign included:
1. #MilkBatonRelay 2024: Circle of Thanks Connected with Milk
Encouraged people in the dairy sector and milk fans to share their gratitude using #MilkBatonRelay and common messages for social media on Milk Day/Milk Month in June. In order to promote understanding for the dairy sector, posting of photos and videos about daily work at dairy farms and dairy factories were also encouraged.
https://www.j-milk.jp/milkday/2024/milkbatonrelay2024.html
2. Let’s connect with the world on June 1, World Milk Day!
Encouraged people to post messages on social media with both #WorldMilkDay and #EnjoyDairy to the world, along with the above promotion.
3. Tools and contents for Milk Day/Milk Month
Distributed free educational tools and content that could be used for events and information dissemination conducted by dairy related people during Milk Month. These include:
“Love Milk?”
(Logos, posters, banners, sound logos, movies, leaflets)
https://www.j-milk.jp/milkday/milkdaylogo.html
“Saturday and Sunday milk ~ Drink milk at home on weekends without school lunch”
(Logos, posters, leaflets & stickers, event tools)
https://donichi-milk.jp/downloads/tools/
“Body and Milk”
(Booklet)
https://www.j-milk.jp/news/2023bodyandmilk.html
Milk promotion anime “Milk loving new employee Rokuichi-kun”
(video)
Details That Led to a Successful Campaign
There was a collaboration between Milk Day/Milk Month in Japan and World Milk Day. An announcement was made in “J-Milk Report,” the official magazine of J-milk (see page 14~15 of the following pdf): https://www.j-milk.jp/about/report/h4ogb40000004wuw-att/j-milkreport48_A4_final.pdf
An introduction was on the websites of industry magazines (dairy blog site “Rakukone” by Dairy Japan Inc. (https://rakuconne.net/journal/journal-cat/blog/)).
In order to promote the activities of Milk Day/Milk Month, representatives from dairy producers and processors came together. The Smile Project for Milk provided digital tools featuring “Love Milk?” and “Saturday and Sunday Milk.” A total of 124 companies applied, 131,020 tools were provided, and assets were downloaded more than 750 times.
For Milk Day/Milk Month, the #MilkBatonRelay 2024: Circle of Thanks Connected with Milk, which has continued since 2020, was implemented. Plans and campaigns with high follower withdrawal rates were discontinued, and a common templates and special websites were set up for posting. The number of participating posts was 1,188 in total (292 on Instagram, 726 on Twitter, and 170 on Facebook).
In order to promote the spread of information through the use of social media, social media posts with the universal hashtags #WorldMilkDay and #EnjoyDairy were also promoted, as called for by GDP. According to the GDP report, Japan ranked second in the world in terms of overall activity in 2024.
