New dairy campaign goes live

They have teamed up with mental health charity Mind to highlight the importance of human connections and are encouraging open conversations with others to make a positive impact on people’s mental health.

Mind (England and Wales) will work in partnership with SAMH (Scottish Association for Mental Health) in Scotland and Inspire in Northern Ireland to deliver the partnership, to cover all four nations of the UK.

How it works with consumers

AHDB will be be encouraging consumers to record their own ‘moments’ to share with their friends on Facebook, Twitter and Instagram, alongside advertising on social media, billboards near supermarkets, radio and television.

Consumers will be prompted to visit the Milk Your Moments website which will generate a random ‘moment’ of inspiration’, give them an opportunity to win a prize, and send a £1 donation to Mind.

How farmers can support the campaign

It is critical that this campaign is accepted by consumers and they lead with creating and posting their own content using the #milkyourmoments hashtag.

Farmers need to show their support by using the hashtag and creating their own moments - You can find out more here.

The great news is that AHDB have already shown the campaign to a panel of consumers and they reacted overwhelmingly positively, so we’re really excited by its potential over the next 12 weeks. 

Read more about the campaign...