2002 News Archive
New
DENVER (December 17, 2002) - A new checkoff-funded campaign to reach more girls ages 8 to 12 with information about beef is now underway. The education campaign was kicked off last week with a media tour of key publications in the New York City area by Mary Young, R.D., executive director for nutrition at the National Cattlemen's Beef Association (NCBA) and Sylvia Rimm, Ph.D., child psychologist and author of See Jane Win. The campaign is being coordinated by NCBA on behalf of the Cattlemen's Beef Board and state beef councils.
Taking part in the tour were 19 editors of such publications as Discovery Girls, Scholastic Science World, Scholastic Choices, American Cheerleader, American Cheerleader Jr., Nick Jr. and Dance Spirit. Reporters from Web sites like Katrillion.com, Go-Girl.com and ElleGirl.com were also visited.
The tour provided a valuable opportunity for national youth media to better understand key issues relevant to young girls, according to Gary Sharp, a South Dakota beef and dairy producer and chairman of the beef industry's Joint Youth Education and Information Subcommittee. Topics covered included: the critical role nutrition plays in girls' physical and intellectual performance, the nutritional benefits of beef, as well as some of the obstacles that girls confront during the pre-adolescent and adolescent years, such as peer pressure.
During the tour, Young stressed the importance of the nutrients in beef, especially for this age group, sometimes called "tweens." She also addressed the issues of vegetarianism and obesity among children today. During the meetings, youth development expert Rimm provided messages on the impact of peer pressure, body image and weight issues on self-esteem.
While much of the new youth campaign will focus on the enjoyment of eating beef, research with youth editors shows that they are hesitant to provide positive messages about beef until their nutritional misperceptions are resolved. The deskside tour was designed to accomplish that goal.
A mini Web site designed to reach girls directly with "Cool To Be Real" messages was also launched Dec. 2. The www.cool-2b-real.com Web site features important beef information in a format that appeals to tween girls. The internet is widely used by tween girls to obtain information, and this new Web site allows beef producers to talk directly to them.
Other elements of the Cool To Be Real campaign will be unveiled in the coming months, including an essay contest asking girls what it means to be "real."
"Reaching young girls this age with accurate information about beef is incredibly important," says Sharp. "This new program should expand our youth education efforts, and build on our work to spread the message of beef's role in healthful diets."
-####-