Making X-rays Cool For Kids in New Zealand

Two-thirds of Kiwi kids don’t have enough calcium in their diets. The challenge for authorities was to engage with parents and children in order to convince them to drink more milk.

In 2016 Anchor Milk launched ‘Go Strong’ in New Zealand profiling that good nutrition that dairy offers can strengthen people from the inside out. And when people feel strong both physically and emotionally, they have the courage to give anything a go.

Calcium is a vital mineral in the development of bone structure, so they launched a campaign to show the nutiritional power of dairy.

If a child broke a bone, they could receive a special X-ray cast showing their own break. In a media partnership with hospitals and emergency rooms across the country, pateints could upload their xrays to a website. A unique vinyl sticker of their actual break was created and posted to the child within 24 hours.

More of a bonus, the sticker pack had a barcode that could be scanned at supermarkets, giving them free Anchor Calci+ milk throughout their entire healing process.

What a great idea! Find out more about calcium for kids from this government website: https://www.education.vic.gov.au/Documents/childhood/professionals/support/calcium.pdf