Radical animal rights activists are trying to scare children away from milk.
Members of People For The Ethical Treatment of Animals, which opposes any use of animal products in food, have been approaching children as they come out of schools in the United States and Canada, and handing them cartoon images of what PETA says happens to children who eat dairy products.
The Dump Dairy campaign, the most recent attack on agriculture by PETA, is being attacked by education officials across the country.
In Manitoba the campaign was quickly denounced by government ministers, with the education minister looking at possible legal actions to restrict PETA’s ability to contact children.
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“Having adult strangers approaching young children on their way to or from a school is clearly inappropriate,” said education minister Drew Caldwell.
Manitoba agriculture minister Rosann Wowchuk said PETA’s targeting of children is despicable.
“It’s wrong to be fear mongering children,” said Wowchuk. “It’s very inappropriate to be taking this to school grounds when they’re really making claims that aren’t based on science.”
The PETA campaign began in the U.S. about two months ago. Its Canadian launch was in London, Ont., last week.
PETA members are handing out trading-card style images of children “suffering from ill-effects associated with drinking milk, eating ice cream and piling on the cheese,” says the organization’s campaign material.
The cards show Pimply Patty, Windy Wanda, Chubby Charlie or Lougie Louie and describe how milk can cause “gas, pimples and a throat full of phlegm.”
While PETA’s campaigns often use humour to attract attention, some education officials think this campaign might have gone too far, and will blow up in the group’s face.
Liz Ambrose, chair of the Winnipeg School Division’s board of trustees, said she is angry that PETA is ridiculing people with physical problems, such as obesity and acne, because many children have those conditions and don’t deserve to be attacked.
She said it is unfair to blame milk for physical problems that can have a number of causes. She thinks most children are helped by drinking milk and should be encouraged to drink more.
The Winnipeg School Division offers subsidized milk in schools to help children from low income families get sufficient nutrition.
Wowchuk said she thought PETA crossed the line when it decided to approach children rather than parents.
“They’ve taken the wrong tactics here because this is not something parents would support and this is not something acceptable to us as a government.”
Manitoba Milk Producers board chair Bill Swan said dairy farmers aren’t surprised by the attack, but are saddened that their farms and milk products are being maligned.
“Everyone’s pretty upset,” said Swan.
Dairy farmers hope rational adults will choose children’s diet and keep milk on the menu.
“The only way we can fight it is with the facts,” said Swan.
