2020 Highlights
Despite everything that was happening in the world, Switch4Good had a big impact in 2020:
people reached
dairy-free actions at switch4good.org
downloads in 24 hours from Earth Day’s 50th anniversary
unique Podcast downloads
completed Lactose Intolerance Tests
petitions to remove dairy from US Dietary Guidelines (27% of total)
We Took a Stand with Team USA Athletes
• Over 3000 emails sent from our supporters
Actions
• We launched a campaign to rally support for Team USA athletes
• Led action workshops to empower supporters
• Placed 3 full-page ads in cities with USOPC training centers
Impact
We put the USOPC on notice. While at first they dismissed the scientific evidence the athletes presented as “opinion,” they engaged in correspondence with us. Three USOPC leaders received nearly 1,000 emails each and several voice messages all in support of the Team USA athletes who sent their letter of concern regarding the promotion of cow’s milk. We will continue to pressure the USOPC with emails, voice messages, and public-facing content.
Next steps
This campaign is on-going. To send an email to the leaders of the USOPC and stand with Team USA athletes, click here.
Changing the US Dietary Guidelines
• Soy milk added to Guidelines as nutritionally equivalent to cow’s milk.
• 20,000 public comments in 10 days.
Actions
• Testified twice before the Dietary Guidelines Committee
• Met 4 times with USDA Center for Nutrition Policy and Promotion (CNPP) and Department of Health and Human Services (HHS)
• Galvanized followers to flood public comments with demands to remove dairy from the Guidelines
Impact
We won. The 2020-2025 US Dietary Guidelines include soy milk as “nutritionally equivalent” to cow’s milk—with this language prominent in the dairy food group.
We made history. We generated 20,000 public comments in just 10 days—27% of the total—demanding dairy’s removal from the Guidelines.
Next steps
This is a significant victory. While dairy is still included as a food group, our united front prompted the USDA to take progressive action. We are working on a campaign to ensure soy milk is available in all public schools. Current federal law does not reflect the Guidelines’ recent inclusion of soy milk as a nutritionally equivalent alternative, and students must provide a doctor’s note to exempt themselves from taking a carton of cow’s milk under the National School Lunch Program. We resolve to change this.
Challenging Dairy Propaganda with “Listen to Your Gut”
• 30 million people reached.
• 265,000 dairy-free actions.
• 40% increase in web traffic.
Actions
• Ran 3 powerful TV spots on key NBC affiliates featuring 9 Olympic-level athletes.
• Ran 3 radio ads, featuring the same athletes, for 3 months in 8 major media markets.
Impact
We moved the needle. Listen to Your Gut was a massive 3-month effort with unprecedented national exposure. Our campaign reached over 30 million people with a simple, powerful message. And with a 40% increase in website traffic—generating over 265,000 dairy-free actions —we clearly tapped into a pent-up desire people have to switch to a dairy-free lifestyle.
View the campaign commercials, here.
Combatting Dairy’s False Advertising
Actions
• Sent a formal complaint to the FTC
• Mounted a social media campaign
Impact
The FTC dismissed our complaint. This was not a surprise, given the cozy relationships between Big Dairy and numerous branches of government. So, we will continue to fight for fair and true dairy advertising on all fronts—policy and advocacy; peer-reviewed science and research; and grassroots activism via petitions, social media and other digital communications campaigns.
Next steps
We are combatting the on-going milk marketing by disseminating our Scientific Report on Cow’s Milk, Health, and Athletic Performance to coaches and trainers ranging from the high school level to the pros. This unprecedented, research-based report is a compilation of articles written by dairy-free experts in the fields of dietetics, medicine, and sports nutrition. The goal is to educate leaders in the world of sport and help them see through the misleading milk marketing.
Stop the Subsidies
• 300+ petition signatures.
• 800+ public comments.
Actions
We amplified your voice. We created a petition, gathering over 3000 signatures and 800 comments asking the US Department of Agriculture to stop the subsidies.
Impact
Through paid and organic efforts, we broadened our reach, educated a larger demographic than our expected audience, and motivated them to take action against dairy subsidies.
Next steps
Our campaign is ongoing—add your name to the petition here. The letter, along with your signature, will be submitted to the United States Department of Agriculture.
Earth Day’s 50th Anniversary
• 2 million Switch4Good downloads in 24 hours.
• 3.8 million impressions.
Actions
• Spearheaded “fight climate change with diet change” messaging.
• Outperformed all other live-streamed content
Impact
We put diet change on the global climate change map. Switch4Good content was incorporated into EDN’s global live stream and our content was streamed throughout Earth Day 2020. Our diet change public service announcement played to a live viewer audience of over 130,000 viewers.
Next steps
We are working on an Environmental Impact Calculator to further educate the world about the environmental detriments of dairy. We are also incorporating environmental topics more regularly into our social media and blog content.
Financial Reports
Your donation dollars are at work to fight consumer fraud, eradicate dietary racism, and support planetary responsibility.
Where Does Your Money Go?
For every dollar you give, 87% goes directly toward ending the consumption of dairy. We spend the rest on fundraising and admin needs. We rely 100% on passionate donors like you to make an impact.
