Interactive Web site invites teens to choose milk

When MilkPEP (Milk Processor Education Program) conducted a study that found more teens choosing soda over milk, lending to the obesity problem in the U.S., they decided that revamping their teen Web site would be the best solution.

Weber Shandwick, an international firm with offices in Baltimore, handled the task of making the teen site, www.bodybymilk.com, more interactive. “Rather than going to a Web site and reading facts, we wanted more of an experience where the user interacts more with the concept and is not so static,” Weber Shandwick group manager Tom Rowe said.