Thursday January 17

Press Release
SOURCE: Physicians Committee for Responsible Medicine

Doctors to Debut Provocative Ad Criticizing Milk's Ability to Build Bones
PCRM to Unveil New Children's Bone Health Campaign at D.C. News Briefing Today

WASHINGTON, Jan. 17 /PRNewswire/ -- The Physicians Committee for Responsible Medicine (PCRM) will launch a public service campaign on Thursday criticizing milk's ability to build strong bones. The Strong Bones campaign will debut with an ad on USAToday.com, featuring a crumbling plaster milk carton and the headline: ``Milk. It's Not All It's Cracked Up to Be.''

PCRM will introduce the campaign -- which focuses on how parents can ensure their kids build healthy bones -- at a news briefing right across the hall from a dairy industry promotion on Thursday 17 January in Washington, D.C. (10:15 a.m., Meridian C, Ronald Reagan Building -- CREDENTIALED MEDIA ONLY).

``It's time people realize milk is not all it's cracked up to be,'' says PCRM nutrition director Amy J. Lanou, Ph.D. ``Studies show that milk -- besides increasing one's risk of many health problems -- is unreliable for building strong bones. The most effective way to ensure bone health is through exercise and a diet rich in fruits and vegetables but low in animal protein and salt. The truth is that despite what the glossy milk-mustache ads say, cow's milk is a fat-and-cholesterol-laden product that should not be recommended for a healthy diet.''

PCRM's educational campaign also includes Parents' Guide to Building Better Bones, radio PSAs, and a newly revamped Web site at http://www.StrongBones.org . The crumbling milk carton ad may be viewed beginning Thursday at http://www.usatoday.com/news/near.htm . It will run for one week on USAToday.com, after which it will be distributed elsewhere and available as a PSA.

Individuals may order free copies of the parents' guide by visiting StrongBones.org or calling 202-686-2210, ext. 306. The site also provides a wealth of nutrition information about bone health, dairy, and calcium, and plenty of dairy-free recipes.

PCRM has been speaking out about the problems associated with milk consumption since its founding in 1985. Based in Washington, D.C., the nonprofit promotes preventive medicine, especially good nutrition, and higher standards in medical research and education.

SOURCE: Physicians Committee for Responsible Medicine

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