From 18th May 2020 Households across the UK are being encouraged to ‘#milkyourmoments’ on social media as part of a £1 million joint-funded dairy campaign.

The dairy industry has unveiled details of the new consumer campaign which has seen AHDB, Dairy UK, Defra, Scottish Government, the Welsh Government and the Northern Ireland Executive join forces to deal with the fall-out of coronavirus.
As part of the unique campaign, the dairy industry will be supporting mental health charity Mind to highlight the importance of human connections during lockdown.

The ‘Milk Your Moments’ campaign aims to celebrate and inspire the little moments of connection that are bringing people together whilst physically apart due to coronavirus. By encouraging more open conversations with others, the industry hopes to support Mind in making a positive impact on people’s mental health.

The ‘Milk Your Moments’ website (milkyourmoments.co.uk) inspires people young and old with suggestions on how to make a real world connection – whether that’s having a coffee with friends, or a virtual gathering with work mates.
They can then capture and share a moment of connection by tagging #milkyourmoments and @milkyourmoment across Facebook, Instagram or Twitter. They are also being asked to encourage friends and family to do the same.
For every person that unlocks a moment, dairy workers and farmers will donate £1 until the £100k target is reached. This donation will go towards supporting Mind, Inspire and the Scottish Association for Mental Health continue delivering services an providing information to people experiencing mental health problems.

Ash Amirahmadi, Chairman of the Dairy Marketing Forum, said: “As an industry we are seeing first-hand the impact mental health issues are having on farmers. Open conversations and special moments of connection are more important than ever during this crisis.

“We know that milk has long been a central part in the way people connect, from bedtime cocoa and stories to tea with your neighbours and a cup of coffee with your new colleague. We hope that through this campaign we can celebrate these little moments and inspire amazing new ones using the dairy products in your cupboard or fridge as a catalyst”.

For those facing severe mental health challenges, www.mind.or.uk contains links to professional medical resources and emergency helplines. For urgent medical advice, you can call the NHS 111 (England) or NHS Direct (Wales).