News Release
Wednesday 16 January 2002
CONTACT:
Simon Chaitowitz, Communications Director
tel: 202-686-2210, ext. 309; simonc@pcrm.org
Doctors
to Debut Provocative Ad Criticizing Milk's Ability to Build Bones
PCRM to Unveil New Children's
Bone Health Campaign at D.C. News Briefing on Thursday
Washington, D.C. —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. (10:15 a.m., Meridian C,
Ronald Reagan Building).
"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 Web site at StrongBones.org.
The crumbling milk carton ad may be viewed beginning Thursday at http://www.usatoday.com/news/near.htm.
It will run for one week on USAToday.com, after which it will be distributed
elsewhere and available as a PSA.
Individuals may order free copies of the parents' guide by visiting StrongBones.org or calling 202-686-2210, ext.
306. The site also provides a wealth of nutrition information about bone health, dairy,
and calcium, and plenty of dairy-free recipes.
Interviews: Journalists may schedule an interview with a PCRM nutrition
expert by contacting Simon Chaitowitz, PCRM communications director, at 202-686-2210, ext.
309 or simonc@pcrm.org.
Visuals: Media outlets can download high-resolution copies
of the ad, as well as other illustrations about bone health, at
StrongBones.org.
Broadcast quality B-roll of calcium-rich dairy alternatives and
footage of Neal D. Barnard,
M.D., on bone health is also available by calling 202-686-2210,
ext. 309.
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.
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