Oxford Democrat. [volume] (Paris, Me.) 1833-1933, 1919-12-23
The Boston MIX Campaign.

The milk industry may be justly proud
OF the gigantic publicity campaign that
is being carried on In Boston. Its effect
iveness is very evident by the increased
sales OF fluid milk in the Hub, while In
other cities farther west 1t is reported
that grave fear is felt that the younger
children are being prived of necessary
amounts for proper nourishment. Prog
ress has been made by the perfect co-or-
dination of efforts by the producers, dis
tributors, and the department of agricul.
ture. In other cities short campaigns
were effective for short periods, but the
Boston program, or more properly that
of Massachusetts, is permanent organi-
zation. 1t is expected that a larger pro-
portion of flnid milk will be consumed /;
to the greater advantage of all con-
cerned, from the producers to the little
tots In the city. All agree that the re-
suits thus far, from June to October,
justify a continued, permanent organiza
tion, that the dairy industry may enjoy
it's share of prosperity In this era Of re-
generation. As the constant. drop, drop,
drop of water wears away the stone, so
will this constant educational movement
wear away the illusion In regard to
the cost of milk.
The Boston Campaign Committee
reaches the milk drinker through the
schools, stores, churches, clubs, institu-
tions, factories, and even goes right into
the homes to convince him. It 10 di-
rected by an executive committee con
sisting of Professor D. L. James, DR.. A.
MI VI. u n ~
the Massachusetts, Dairy Bureau. The
general publicity program includes news
paper advertising, car cards, posters, lee
lures, demonstrations, and abundant lit
ersture in several languages. Many OF
the local civic associations are taking
active part in the work.
Twenty-four thousand leaflets have
been circulated in the public schools
through the courtesy of the director of
physical education. The teachers too
are lending their aid by assisting the
children. The writer's little girl, attend
ing the second grade, carries half pint
Of milk for recess twice daily. Now 9TH
ers are doing the same. II this custom
we're adopted throughout the country
the consumption of milk would be To-
creased by 10000, 900 pInts daily.
The school children have been strongly
influenced by the play, "Milk Fairies"
written by Mrs. McCrillis of the staff
This play has been staged by the sum.
mer schools, Fairgrounds, children, and
others. The story depicts the good ele.
ments of the milk units as fairies; fat,
sugar, protein, mineral matter, water,
and even Ice aud calores of food units
are represented. An interesting story is
woven around these characters In such
manner as to carry the message to old
and young. This play is commended to
those of other communities as an effect
i've part of publicity programs.
But the factories, stores and hotels are
also reached by the lecturers with amaz-
ing results. One factory serving about
500 people iD its dining room increased
the sale of milk 400 per cent In one
month; on one day 457 people were
served and. of these, $40 drank milk.
The movement, although beneficial to
the industry as q whole, Is likewise of
great service to the community, for 1t
sells the family better health, greater
happiness, and higher achievement. As
Mr.. Mum aptly states, "the healthy
child is the cream line of nation" 1t
is doubtful If the sale of any other prod
uct could attract such favor and such
support. Dame Boston is giving her
children more milk to drink and every.
body feels better.-Publicity Depart
ment, Boston Milk Campaign.