Unstoppable Advertising Campaign

In October last year, ground-breaking new research linking milk, cheese and yoghurt with the prevention of falls and fractures in aged care residents was published in the British Medical Journal. Led by the University of Melbourne and funded by dairy organisations including Dairy Australia, the Fractures Trial revealed extraordinary results prompting more conversation on dairy consumption for elderly Australians.

Dairy Australia has launched an advertising campaign to drives awareness of the research, with aim to inspire aged-care reform and behaviour change in elderly Australians. Targeting Australians 65+, GPs and Dietitians, the campaign will encourage health professionals and nutrition key opinion leaders to recommend increased dairy consumption to their older adult patients. 

The media buy uses a combination of channels and publications to target all audiences. Consumer creative depicts elderly Australians living an active and full life feeling ‘unstoppable at any age’ due to their increase in dairy consumption and reduction in the risk of having a fall. The creative targeted at health care professionals directly calls out the research findings and outlines that getting more Aussie dairy in the diet of elderly Australians ‘can make all the difference’.

Radio ads will air throughout the key Breakfast, Morning, Afternoon and Drive segments across the metro capital cities on Nine’s talk back radio and ARN’s Gold Stations. To increase the profile of the research and its potential impact, Dairy Australia has appointed well known Australian cook Maggie Beer as the campaign ambassador. The ads will be supported on Nine’s Friday Food Segment (2GB) including an interview with Maggie Beer and Sunday Healthy living interview with Dr Sandy Luliano. Display advertising will run on Metro mastheads and Nine News with detailed content articles and surrounding display across the Sydney Morning Herald, Good Food, and The Guardian. 

Examples:
  

Good Food content article: A delicious recipe to help incorporate more dairy into your diet

The health professional channels will include content articles in Medical Journal of Australia, The Guardian in March, and a 10 minute interview style podcast on Drive Time Radio will launch in the second week of March, featuring Dr Sandy Iuliano discussing the Fractures Trial with medical experts. 

For more information visit dairy.com.au/unstoppable.