Milk Marketing's Reach Has Moved From School Lunches Onto Canadian Sports Fields

Have you heard of Fuelling Women Champions? It’s a new campaign that’s using the clout of Olympic medallists such as curler Jennifer Jones and bobsledder Kaillie Humphries to thrust women’s sports into the spotlight and encourage young girls to stay in the game.

The campaign will also deliver financial aid to the Canadian Association for the Advancement of Women and Sport and Physical Activity (CAAWS), the Canadian Women’s Hockey League, Rugby Canada and other amateur sports organizations that are always in need of extra cash.

It sounds like a noble, feel good cause. So much so that you might not think twice when you hear the Dairy Farmers of Canada, a national industry association, is spearheading the initiative, which will include branding at local competitions, outreach events aimed at children and a social-media campaign.

To read the rest of the story, please go to: The Globe & Mail