The thirst for knowledge heightens with each passing day of pregnancy.

I can certainly relate to embarking on a never-ending search for information during my “what to expect when I’m expecting” period. I was committed to understanding what I needed to eat to keep me going and my baby growing.

It did not stop after my kids were born, either. I needed to know what I could feed them to give their bodies – and their brains – the best boost and set them up on the path to a healthy lifestyle and a good relationship with food.

I remember the endless Google searches and the information rabbit holes I would chase in my quest for the best infant nutrition plans. And, I know I was not alone. In fact, research shows that nearly three-quarters of Americans, including soon-to-be parents and those with young children, obtain health-related information from online sources.

But this presents its own risks because so much information is out there and sometimes it is hard to tell what is credible and what is not, especially when it comes to understanding the role eating dairy plays during this critical period.

This is why the National Dairy Council (NDC) is working to make more research-backed information available to expecting and new parents. Dairy has long delivered nutrition benefits to people of all ages, but it features many aspects that are of special importance for mothers-to-be and newborns.

For example, the period from conception to a child’s second birthday – often called the “thousand-day window” – is a very important period for setting a foundation for a child’s brain development. A mother’s dietary choices can greatly impact her child’s cognition, which is where dairy comes into play. An American Academy of Pediatrics policy statement recognizes 14 nutrients important for early brain development, and dairy provides seven.

This message and others are at the core of a new checkoff strategy in which we are working with credible science-driven media partners, media outlets and registered dietitian influencers who authentically believe in the importance of dairy for healthy development – during and after pregnancy. We worked with three of the largest online health properties where we know younger parents head for information they can trust: Everyday Health, What to Expect and Healthline.

Experts at these outlets used NDC-backed proof points about dairy to create myth-busting articles, videos, social media posts and targeted emails. The strategy tackled key dairy health and wellness topics that we know generate high consumer interest but are commonly misinterpreted. For instance, how early can a parent feed dairy to a child? What is the best protein to eat in the morning? And the basic, is dairy good for you?

The program kicked off last December and concluded in March with exciting results. Some highlights are:

• More than 100 pieces of content generated 111 million media impressions.
• Three media partners and three registered dietitian and pediatrician partners posted 60-plus dairy-focused pieces of social media content.
• 30 newsletter emails included links to U.S. Dairy's website where readers could take a deeper dive into dairy’s many benefits and learn about the people who make dairy possible – our nation’s farmers.

Maybe one of the most exciting findings came from a survey conducted by Healthline. Readers who saw dairy content were asked if they planned to purchase dairy the next time they were looking for products with nutrition benefits for themselves and their families. An overwhelming 93% responded they would consider purchasing dairy.

The results of this first phase of work reinforced our plan to continue exploring opportunities, and we are finalizing strategies to keep the momentum going, including partnering with more influential health and wellness organizations, so stay tuned.

Pregnancy and parenting will never come without their share of confusion, concerns and questions. Helping people understand healthy habits – including how eating milk, cheese and yogurt is good for you and your family (not to mention delicious) – is one small but necessary win everyone can have on a journey that can be challenging but always rewarding.

To learn more about your national dairy checkoff, visit the website or to reach us directly, send an email.

This article was written by Serena Schaffner, senior vice president of marketing communications for Dairy Management Inc.