To complement the recent Spanish-language television spots rolled out by the California Milk Processor Board (CMPB), the creator of GOT MILK? and TOMA LECHE (Drink Milk in Spanish), on the milk benefit of sleep for more positive dreams, the CMPB has partnered with sleep expert Dr. Alberto Servin Diaz to launch an educational campaign for California Hispanics about the importance of setting a nighttime routine to improve sleep quality. The National Sleep Foundation reports that up to 40 percent of Americans suffers from insomnia1 and studies have also shown that this problem is very much prevalent in the Hispanic community. According to a review on Sleep Health in the US Hispanic Population published in SLEEP in 20102 by the Associated Professional Sleep Societies, lack of education and information in Spanish along with socioeconomic disadvantages in segments within the Latino community make the problem difficult to track and treat, causing significant levels of sleep disorders among the population.
While research is now being conducted on exactly how many Hispanics are affected by sleep disorders, it is important to stress that proper nutrition and rest are vital for a sound body and mind, says Dr. Servin Díaz, who is a member of the American Academy of Sleep Medicine. A proper nights rest on a regular basis can be achieved by establishing a nighttime routine that includes drinking a warm glass of milk. It is scientifically proven that the tryptophan found in milk helps prepare the body for quality sleep.
Dr. Servin Díaz notes that when tryptophan is digested through food or beverages, it is converted into the sleep-inducing substances serotonin and melatonin. Together, serotonin and melatonin both help slow down the nervous system, helping the body relax and prepare the body for sleep. People who lack proper sleep suffer from sleepiness, irritability and have shorter attention spans throughout the day.
To help curb this health problem, Dr. Servin Díaz encourages Latinos to establish a nighttime routine. Other tips, which can be found on www.tomaleche.com, include:
- Establish a regular bedtime routine that includes a warm shower to relax the body.
- Turn off all electronics that include computers, tablets and smartphones one hour before bed and refrain from having a TV in the bedroom to avoid unnecessary distractions.
- Exercise regularly for better circulation and health, but avoid the gym four hours before bed.
- Avoid coffee, chocolate and any other food and beverages with caffeine before bed and take in warm milk instead to enhance depth and quality of sleep.
Many Hispanic adults can recall their parents and grandparents urging them to drink their milk before going to bed for a good nights rest, says Steve James, executive director of the CMPB. Our program with Dr. Servin Díaz, along with research back up what elders have known all along. This education campaign in addition to our ads on television aims to heighten public awareness on this health concern and remind families about this important, yet simple milk health benefit.
Last month, the CMPB rolled out 30-second Spanish-language television spots in California titled Piñata Cars and Battle, to reinforce that milk consumption is also appropriate at nighttime for restful sleep and positive dreams. Each spot ends with the tagline Sleep Well (Duermes Bien). Dream Well (Sueñas Bien). Drink Milk (TOMA LECHE). The campaign is also supported by the radio spots as well as digital and social engagement.
To view the spots and for more of Dr. Alberto Servin Díazs tips on how milk can help achieve a better nights sleep and positive dreams, visit www.tomaleche.com.
About Dr. Alberto Servin Diaz
Trained at the University of California, San Diego, Hillcrest Medical Center, Dr. Alberto Servin Diaz has specialized in sleep medicine and its disorders since 2005. The American Sleep Apnea Association has called on Dr. Servin Diazs expertise and fluency in the Spanish language on numerous occasions, serving as the organizations Spanish-language spokesperson in the U.S. and its medical expert for ASAAs active Spanish online Support Forum for the last seven years.
About the CMPB
The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. The CMPBs Spanish-language campaign began in 1994 using the tagline Familia, Amor y Leche (Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences. GOT MILK? gifts and recipes can be viewed at www.gotmilk.com and www.tomaleche.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.
2 Loredo, J et al. Sleep Health in U.S. Hispanic Population. SLEEP, 2010 (Vol. 33) No. #962-67