OR...

Played by the Dairy Industry

Played by Bozell Worldwide, Inc.

National Osteoporosis Foundation (NOF)

      Milk sales had been declining through the 60's and 70's. More and more negative stories were appearing in the press about milk and dairy products. In many markets, soft drink and bottled water products were outselling milk.

DAIRY SOLUTION

      Hire the BEST marketing and public relations firm in the world to run a new advertising campaign:

BOZELL

      Bozell Worldwide is the biggest and best of the public relations firms.

The immediate plan was to dominate WOMEN'S magazine ads. The target audience consisted of females between the ages of 24-49.

ACCOMPLISHMENT

      Bozell has invented a newer "cooler" image for milk. By their own words, they have created a "cultural icon."

FRANKENSTEIN

      The dairy industry has invested well over two billion dollars since 1986 by painting milkstaches on celebrities and buying the support of Congress and a succession of presidents.

DRACULA

      This creature of darkness cares little for anything but sucking blood. Morals and ethics be damned. Public relations firms work in much the same way. Cigarettes are sold to children, and those creating the "Joe Camel" ads of this world are well rewarded. Of all public relations firms, Bozell is the best. They jump the highest when so commanded.

Bozell created the famous RUGRAT AD that invited mothers to give milk to children under the age of one, a no-no which will one day result in big-time litigation:

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A BIG SECRET

A LETTER FROM ALICE

      This week the Dairy Education Baord received a letter from Alice R., who asked:

"Who is the National Osteoporosis Foundation? I got unsolicited literature from them in the mail today. Both in brochure and website they stress (no surprise) consumption of dairy products as the primary dietary prevention of osteoporosis."

I decided to investigate and my first stop was their website.

NATIONAL OSTEOPOROSIS FOUNDATION

http://www.nof.org

      This organization makes no secret of their desire for your support. In soliciting funds, they claim to have received a $2 million donation from a benefactor. I became curious and called the foundation.

I was told that their benefactor wished to remain anonymous. I asked if they were funded by the dairy industry and was told that they could not reveal that, but the corporate donations were less than 1% of all money raised.

I informed them that if they received federal funds, they would have to reveal the sources of other money and requested their brochure.

WAS I IN STORE FOR A SHOCKING SURPRISE!

      There on page 23 of the brochure was a photograph of the donor in question, Toni Stabile of the Madeline C. Stabile Foundation. Her picture and name were prominently displayed. That's no way to remain anonymous. I was lied to.

FOOL ME ONCE, SHAME ON YOU

FOOL ME TWICE...SHAME ON ME!

      A chart on page 29 reveals that 33% of this organization's revenue came from CORPORATE sources. I had been told that only one percent was corporate.

While over $9 million dollars was raised, including nearly $800,000 in federally funded grants, only $145,000 was spent on actual research.

That's less than two pennies out of every dollar. Remember that when these folks come knocking at your door.

DR. FRANKENSTEIN CREATES THE MONSTER

      In 1986 the National Osteoporosis Foundation was formed. Who did the forming?

Who is behind this organization?

BELLS RING, BUZZERS SOUND, LIGHTS FLASH

Page 25 includes a list of some of the organizational donors who

MAKE IT ALL POSSIBLE

      Included in that list is the Kelloggs Cereal Company of Battle Creek, Michigan. Makes sense to me.

Also on that list is one of the most powerful dairy organizations in America, Dairy Farmers, Inc. of Maitland, Florida.

THE SMOKING GUN

     There on the list, positioned between two pharmaceutical companies, is:

BOZELL WORLDWIDE, CHICAGO, IL.

Bozell's main office is in New York. The MILK campaign originates from the Chicago office.

BOARD OF TRUSTEES OF THE NOF

      If I needed any more convincing that something was rotten in Denmark besides the cheese, I found a stench on page 38 that reeks of sour milk. There listed among the trustees is Robert Heaney, MD, University of Creighton.

ADVICE FROM THE EXPERTS

      If you were to call the dairy industry toll-free number (1-800-WHY-MILK) and leave your name and address, you'd be sent their brochure which contains "expert opinions." The National Fluid Milk Producers marketing brochure was "developed with the help of a variety of experts, including top chefs, registered dietitians, leading physicians and scientists." The back cover lists an impressive scientific advisory panel of doctors and nutritionists. One of those doctors is:

Robert P. Heaney, M.D.

      The milk processors tell us that Robert P. Heaney, M.D., is in the select group of experts whose advice one should follow. Although Dr. Heaney must have, at one time, believed that milk provided the best form of dietary calcium, he no longer believes what the brochure represents. Heaney recently was asked whether milk is the best form of calcium, and replied, "That is not the case." Dr. Heaney is also listed as a calcium expert and Professor of Medicine at Creighton University School of Medicine in Omaha, Nebraska. This milk expert has accepted the evidence published in the June, 1995 issue of the American College of Nutrition. That paper reveals that people absorb only 25 percent of calcium in milk while absorbing 42 percent of the calcium in apple juice. One wonders if Heaney still is considered an "expert" by the dairy industry?

THE EVIDENCE IS IN

      Heaney, Bozell, Dairy Farmers, Inc. Thirty-three percent corporate investment...er, donations. What is the one and only agenda of this organization, formed to perform research to battle bone disease? Remember...less than two percent of their funding went to actual research.

HINT

      They want you to drink more milk and eat more cheese. Who do you imagine is really the power behind NOF?

The question shouldn't be GOT-a-NOF? (GOT ENOUGH?) It should be: