The Consumer Education Project (CEP) is an initiative of Milk South Africa (Milk SA).  Milk SA is a voluntary, non-profit company set up to promote the development of the dairy industry. Its’ members are MPO and SAMPRO.

The project is multidisciplinary as it uses expert knowledge from different disciplines that is communicated to the target audiences through television, radio and print. A combination of sound scientific information and good understanding of consumer behaviour anchors the project. The project conveys messages that cannot be communicated adequately through conventional branded advertising.

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