It's a marvelous campaign, but it didn't increase milk consumption.

The best five sources of calcium are food, food, food, fortified food and supplements. In that order, ... I strongly recommend getting much of your calcium through food since these foods contain other nutrients the body needs. A body with a low calcium intake is a body that's low on other nutrients, as well.

It's not surprising there was a blunted response.

Bones are meant to sustain work. If you don't work and exercise and put some stress on the bones, you won't have good bone strength no matter what you eat,

Unless we constantly replenish our supply of calcium, drop by drop, our bones become thinner from depleting our calcium savings account. It's like living off your principal instead of your interest. It's not smart, and it puts you at risk for osteoporosis.