Winner: Gold & Silver Rx Awards

This long-running campaign for Dairy Australia encouraged GPs and dieticians to recommend 3 serves of dairy every day (as part of a balanced diet), for the crucial contribution it makes to good health.

The evidence-based campaign highlighted the positive effect the diet could have on a range of conditions including osteoporosis, blood pressure, cholesterol, weight reduction, diabetes and asthma. The campaign was supported by a variety of major studies with third-party endorsement from leading health organisations such as the Australian Heart Foundation, Osteoporosis Australia, the Dietitians Association of Australia and the National Asthma Foundation.

The campaign ran for approximately four years and consisted of dramatic, full-page magazine ads in the major Australian medical journals and was supported with engaging direct mailers that highlighted the condition, using a die-cut shape of the internal organ on a solid black cover which revealed the milk-filled organ and human shape upon opening the mailer. The mailer was accompanied by a questionnaire, which could be answered by simply reading the copy in mailer – correctly answering the questionnaire entitled the GP or healthcare professional to a set of fact sheets that were useful give-aways to patients with the relevant condition and also helped to establish a database of GPs and healthcare professionals for Dairy Australia's future marketing.