The Choose Milk Campaign has launched a national writing competition for Primary 4 to 6 pupils across Enugu, Kaduna, Lagos, Rivers, Oyo and the Federal Capital Territory, taking its consumer education message into Nigerian schools.
The maiden edition, which runs from September 15 to October 31, 2026, is open to pupils aged 9 to 11. Participants are required to write a short letter to their school head on the topic, “How Students in My School Can Differentiate Between Milk and Creamers.”
The initiative is designed to help children understand the difference between milk and creamers and recognise the nutritional distinctions between the products.
The organisers also want pupils to take what they learn beyond the classroom by sharing the knowledge with their families and peers.
Making Children Part of the Consumer Education Strategy
The school competition gives the Choose Milk Campaign a different route into consumer education.
Rather than communicating only with adult consumers, the campaign is using children as participants in the conversation. The approach reflects the role children can play in influencing discussions and decisions within their households, particularly around food and nutrition.
Lars Jensen, Senior Project Manager at the Danish Dairy Board, said the initiative is intended to give pupils practical knowledge about the difference between milk and creamers and help them take that knowledge into their homes and communities.
The school programme forms part of a wider three-year Choose Milk Campaign backed by the Danish Dairy Board and the European Union in collaboration with Nigerian government institutions and other stakeholders.
The broader initiative focuses on improving consumer understanding of dairy nutrition and addressing confusion between milk and creamers.
Education as a Consumer Engagement Tool
The competition also shows how consumer education can move beyond conventional awareness advertising.
By asking pupils to engage with the subject, write about it and communicate what they have learned, the campaign creates an active role for its audience rather than treating consumers simply as recipients of information.
For brands and organisations working on consumer awareness, the approach demonstrates how schools, families and communities can become part of a broader communication strategy.
The campaign is effectively using participation to extend a nutrition message from the classroom into the home. Entries for the competition are being submitted through the Choose Milk campaign platform, with the organisers indicating that the school programme will form part of the campaign's wider expansion across Nigeria.
