Julia Kadison, CEO of Milk Processor Education Program, which represents milk companies, says the breaking point came last year when the British Medical Journal published a study suggesting drinking lots of milk could lead to earlier deaths and higher incidents of fractures. On Tuesday, the "Get Real" social media campaign will be announced at a dairy industry gathering in Boca Raton, Florida in conjunction with the National Dairy Council and Dairy Management Inc., which represent dairy farmers. According to data from the U.S.