ADPIAmerican Dairy Products Institute is the organizing body of the member-led Dairy Protein Messaging Initiative that launched and manages the consumer-focused “The Strong Inside®” messaging campaign. The initiative/campaign is funded entirely by ADPIAmerican Dairy Products Institute member organizations, and is open to all in the dairy-centric food and beverage industry. Over 55 companies, trade associations, and the press created The Strong Inside campaign to help consumers sort through information surrounding dairy and to make informed choices when it comes to consuming protein. We know proteins from milk have many proven benefits, documented by a lot of sound and solid sciences, and the goal of the campaign is to educate consumers about the benefits of dairy protein.