The Consumer Education Project of Milk South Africa (CEP) will be celebrating in this year’s World Milk Day

The CEP will be running several campaigns across various media streams. These include:

• Shake up your Maas: The teenage campaign will highlight amasi/maas. An indigenous fermented milk product of South Africa, similar to buttermilk. The campaign is aimed at GenZ and will position maas as a cool product to consume. The campaign communicates the nutritional benefits and uses of maas on its own and in meal preparation.

This campaign will be running mainly on social media (TikTok, Facebook, and Instagram)

Several local influencers will be promoting the campaign. 

• A healthy me, and healthy environment: A school campaign that aims to address recycling in local communities across SA. The campaign encourages the consumption of dairy products, as part of a healthy diet, while giving ideas on recycling dairy containers to showcase the value of living greener.

The campaign will also be held on Facebook, and online teaching platforms, and later the year on governmental education platforms.

• PR/Media campaign - Benefits of drinking milk: giving nutrition value for money:

The aim of the media release (in print and digital) is to demonstrate the cost per nutrient in dairy compared to other foods and focus on only 3 important nutrients provided by dairy products i.e. calcium, vitamin B12, and protein. Then it shows ways to combine with other foods and then the impact of the increased nutritional value.