Packaged Milk Campaign or Public Awareness Campaign? Questions Over Advertising Against Fresh Milk
Fresh milk Campaign and Packaged Milk Promotion | Campaign against fresh milk on national media | پبلک سروس میسج کے نام پر پیکجڈ دودھ کی تشہیر پھر جاری. Column of Dr Jassar Aftab
تازہ دودھ کے خلاف تشہیر کرنیوالے چینلز کو پیمرا کی وارننگ، مستقبل میں ایسا مواد نشر نہ کیا جائے
Packaged Milk Campaign as a Public Awareness Campaign
For the past few days, an advertisement has been running on certain news channels under the guise of a public service message. In this advertisement, the public is being encouraged to use specific packaged milk over open milk. The campaign is not new, it has been going on for the past two years; it is interrupted when there is a fuss and is resumed after the reaction softens. Using the name of the Pakistan Medical Association, one or two medical professionals and a few TV anchors are being used for this campaign.
Public Awareness Campaign or Product Promotion?
This is not a public service message but an advertising campaign in which a specific type of product available in the market is being promoted over another type of product under the guise of a public awareness campaign. Of course, everyone has the right to advertise their product, but it is necessary that this advertisement is done in their own name and not by taking the help of anchors and medical professionals hiding behind a public awareness campaign for this.
If this trend continues, then in the future, similar so-called public awareness campaigns will be launched about pulses, vegetables, meat, fruits, juices, water, spices and even shoes and clothes, in which it will be encouraged to use these products in their original packaging.
Can Anyone Declare All Fresh Milk Harmful?
Now, how can any anchor or doctor prove that all types of fresh milk in Pakistan are substandard or harmful to health? Similarly, no one can guarantee that all types of packaged milk are of the highest quality and best. If people can be made to hate fresh milk by highlighting a few points in an advertisement, then points can also be raised against packaged milk in this way. Since the fresh milk seller is poor and weak, this is not possible for him; on the other hand, it is easy for the packaged milk seller because he is powerful.
Fresh Milk and Packaged Milk Both Have a Place in the Market
More than ninety percent of the market in Pakistan is fresh milk and people traditionally prefer fresh milk. On the other hand, there is a market for packaged milk and there is a need for this product. There are immense problems in fresh milk, similarly, problems can be highlighted in packaged milk too. Just as fresh milk is available in all types in the market which are sold with different quality and different styles, similarly there are different types of packaged milk which can have different shapes and quality. It should be left to the public to choose which type and quality product they want from the market.
Pakistan’s Socio-Economic Reality Cannot Be Ignored
In the case of milk, we should not ignore the socio-economic conditions of Pakistan under the guise of international standards. Milk is the basic need of the people and a basic part of the diet. In our society, milk is given more importance than food items in any household and there is no difference between rich and poor in that it is the basic food of children. The majority will be found who fulfill the needs of children by taking milk worth a few rupees as per their needs. In such circumstances, the burden of additional cost of packaging cannot be forced on the public.
Mandatory Packaging Is Not the Solution
How can packaging be made mandatory in cities where fresh milk is easily available? Yes, if someone thinks that the quality of milk can be improved by making packaging mandatory, then it may be a misconception that if understood keeping in mind the harsh realities of Pakistan, it will be tantamount to opening the way for fake milk.
Pakistan’s Traditional Dairy Farming System Must Be Recognized
If we talk about the production system, we also have a traditional style of farming and there are farmers in almost every city or around the city. People traditionally raise animals. A large number of them are farmers who have less than five animals. This traditional farming system is the backbone of Pakistan’s national food security as well as the country’s economy.
Along with this, there are also modern dairy farms, but they are few in number and their role in meeting the country’s needs is also limited. Now, whether milk is sold open or packaged, and the condition is that it will be real, not fake, it will have to be obtained from this production system.
Public Awareness Should Focus on Milk Quality, Not Product Preference
If anchors and doctors are so concerned about the quality of milk, then they should definitely launch a public awareness campaign in which farmers should be taught about milk handling, people should be encouraged to use milk better, voice should be raised against powdered or fake milk, and expert opinions should be highlighted for improving the supply chain; but in the name of a public awareness campaign, one product should not be promoted over another.
Who Is Behind the Packaged Milk Campaign?
Of course, this matter is in the notice of various institutions including PEMRA and this campaign is also under consideration at the highest level. The promotion of packaged milk should be stopped permanently in the name of a public awareness campaign. Most importantly, an investigation should be conducted to find out who is behind this campaign and who is funding it!!
