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Article: Cool to be real: beef promotion for girls has far-reaching effects.(Best of show: public relations)
- Article from:
- Agri Marketing
- Article date:
- April 1, 2004
- Author:
CopyrightCOPYRIGHT 2004 Doane Information Service. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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America's beef producers are doing what mothers have been unable to do for generations--talk to "tweens"--those 8- to 12-year-old girls just finding boys, fashion and fads. Through the coordinated beef checkoff-funded public relations campaign "Cool-2B-Real," tween girls are discovering the positive nutritional value of beef.
"It's during the tween years that girls begin connecting what they want to look like to what they eat. Their body image quickly becomes linked to overall self-esteem. Misguided information can lead girls into lifelong food habits that negatively affect their health," says Barbara Selover, executive director of education, National ...