2022 December Board Book

Health & Wellness Dairy Mythbusting Taboola

• Health & Wellness Results: 16.2M Impressions • Top performing headline: “Want Good News? Cheese has important nutrients for healthy aging” The CMAB continued the search + intercept and content discovery campaigns designed to help dispel common myths about California dairy’s role in health and wellness. This included sponsored ads through Taboola. California Academy of Nutrition and Dietetics Continuing Education

CMAB sponsored a health-professional directed webinar, in partnership with the California Academy of Nutrition and Dietetics (CAND), to educate registered dietitians about dairy health & wellness and dispel myths. The webinar leveraged the popularity of TikTok as the example platform for dairy health & wellness content sharing and worked with RD social influencers Andres Ayesta (@andresthedietitian) and Jenna Werner (@happystronghealthy) to create content as well as lead the session and speak from their own professional experience, including best practices for working with content sponsors and effective story sharing, using dairy nutrition examples. Peer to Peer: Healthcare Professional Outreach CMAB partnered with Pulse Connect to create a variety of informational pieces about dairy’s role in a healthy diet as well as dairy and lactose intolerance that will be delivered to more than 1000 medical professionals in California. These materials also will be used in ongoing outreach through the National Athletic Trainer’s Association and other groups targeting fitness professionals.