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Propaganda and the Role of the State in Inter-War Britain$
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Mariel Grant

Print publication date: 1994

Print ISBN-13: 9780198204442

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780198204442.001.0001

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‘Drink More Milk’

‘Drink More Milk’

(p.194) 6 ‘Drink More Milk’
Propaganda and the Role of the State in Inter-War Britain

Mariel Grant

Oxford University Press

This chapter focuses on the inter-war campaign to increase milk consumption in Britain. Publicizing milk had been chosen for several reasons. Conducted over the entire period, the overall campaign involved a number of different smaller campaigns controlled and assisted by a variety of government departments, semi-official bodies, and private organizations. Official advertising was carried out. In the intervening period, independent schemes were initiated both with and without government aid. During the inter-war years, milk was often referred to as the cornerstone of British agriculture. In 1938, it accounted for one-quarter of the total agriculture output of the nation. Milk production was ideally suited to British geography and climate and was free from foreign competition owing to its transport and storage problems. From 1914 to 1939, 100% of the home market supply was domestic in origin. Production expanded considerably during the First World War. The milk campaigns illustrate what seems to have been a characteristic feature of domestic publicity in the inter-war period; official propaganda tended to be merely semi-official.

Keywords:   milk consumption, inter-war campaign, advertising, agriculture, milk production, cornerstone

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