The Milk Development Council (MDC) in the UK has launched an integrated campaign with the support of the European Commission to promote milk consumption among 11-16 years old girls. It encourages them to increase their dairy intake, and hence calcium, in a bid to halt the rising numbers of women being diagnosed with osteoporosis in later life. Dubbed "Naturally Beautiful", the initiative takes advantage of a range of media, from tv to cinema, radio and press advertising. Of course there is also an advertainment style microsite supporting the campaign, featuring a quiz, a few milch/cheese/yogurt recipes and a disturbing mannequin.