The campaign includes a trio of commercials directed by Oscar-winner Louie Psihoyos (The Cove, The Game Changers) starring Olympic medalists alongside NFL, MLB, and NHL athletes.
The new campaign features Switch4Good founder and Olympic silver medalist cyclist Dotsie Bausch, alongside a host of other top-performing sportspeople.
They include MLB star Chase Utley, Olympic medalist volleyball player Rachael Adams, Olympic medalist sprinter David Verburg, six-time Olympic medalist swimmer Rebecca Soni, NFL linebacker Derrick Morgan, NHL champ Georges Laraque, three-time Olympic medalist soccer player Heather Mitts, and ultra-endurance athlete Rich Roll.
It follows a major 2018 campaign by the organization, starring six Olympians speaking out about the health impacts of dairy products. It aired on NBC affiliate stations during the closing ceremonies for the 2018 Olympics, but was removed from the air before it reached the West Coast, following complaints by the United States Olympic Committee and the dairy industry.
Won't stay quiet
In a statement sent to Plant Based News, Dotsie Bausch said: "Giants such as the United States Olympic Committee and the dairy industry will never scare us into staying quiet about the health implications of consuming dairy products.
"The truth is that dairy is making Americans sick. Not only do 65 percent of all people suffer from lactose intolerance, but communities of color are disproportionately impacted, with as many of 95 percent of those populations enduring physical illness from consuming it."
MLB legend Chase Utley, who appears in the campaign, added: "Incredibly positive changes happened in my body when I ditched dairy. My joint pain went away and I felt stronger and more fluid playing the game, increasing my longevity in the MLB. Going dairy-free changed my life."