The Lactose Intolerance Clearinghouse Has Moved.

My old website can be found at www.stevecarper.com/li I am no longer updating the site, so there will be dead links. The static information provided by me is still sound.

For quick offline reference, you can purchase Planet Lactose: The Best of the Blog as an ebook on Smashwords.com or Amazon.com or BarnesandNoble.com or a whole lot of other places that Smashwords is suppose to distribute the book to. Almost 100,000 words on LI, allergies, milk products, milk-free products, and the genetics of intolerance, along with large helpings of the weirdness that is the Net.

I suffer the universal malady of spam and adbots, so I moderate comments here. That may mean you'll see a long lag before I remember to check the site and approve them. Despite the gap, you'll always get your say. I read every single one, and every legitimate one gets posted.


Saturday, March 06, 2010

Milk Promotes Itself to Teens

Most Americans fail to get enough calcium in their diets, teens especially. As Dr. Nancy Krebs reported at the NIH LI Conference, most Americans get the vast majority of their dietary calcium from dairy products.

Put those facts together and you have an opportunity for milk to promote itself to teens. Not surprisingly, the Milk Processor Education Program (MilkPEP), the "Got Milk?" people, jumped heavily onto target market.

Successful Promotions magazine (there's magazine for everything) ran an article on MilkPEP's Get Fit by Finals campaign. The article Got Fitness? by Jean Erickson is available in Flash Paper format, the new worst way to read text on a computer screen. (Yes, it keeps viewers from copying text by highlighting and pasting, but who would want to copy text that they can't read?)

The Internet-heavy campaign features NBA All-Star Chris Paul of the New Orleans Hornets (give them back the Jazz name already) and WNBA All-Star Diana Taurasi. "Activation kits" were also sent to 40,000 schools.



It all seems to work.

Web traffic increased by 17% over previous teen fitness programs, and repeat visits to the site rose to an all-time record.

No hint in the article of how the program handled lactose intolerant, milk allergic, or vegan students, though.

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