Friesland Campina: One in Ten

Friesland Campina wanted to grow milk consumption in Myanmar's cities, where dairy is not a daily habit for most families. Its Share of Throat research quantified how little milk children actually drink, but a research finding is not a campaign.

The company needed a year-long media relations programme that would turn the data into a public conversation among mothers, and keep a single, memorable message intact across every story.

Ruder Finn Era distilled the study into one headline fact, that only one in ten children drinks enough milk, and built the year's media activity around it, so that every interview, article and expert comment reinforced the same point.

As lead PR agency the team planned and ran the media relations calendar over twelve months, pairing the research with nutrition guidance for mothers and tracking coverage for message control. Nine in ten of the resulting stories carried the one in ten message intact.