The Consumer Education Project's task to understand and influence consumer behaviour is a never-ending challenge which requires continuous study of the relevant sciences and creative action.
The purpose of the project is to communicate the health and nutritional advantages of dairy products to the South African society through various communication media. Therefore, the project also serves to empower consumers with information to enable them to make responsible choices. This project is based on scientific knowledge regarding the nutritional composition of different dairy products and its impact on health and perceptions of consumers regarding dairy products.
The communication campaign consists of two elements namely:
The target group for the General Communication element is LSM 6-10 as determined by the Milk SA advisory committee, while the target group for the Specialized Communication element is health professionals namely doctors, nurses, dietitians and nutritionists.
The programme includes initiatives such as:
Valuable information on this project can be viewed on the following websites: