Research conducted by Dr. Donald B. Louria of UMDNJ Medical School and other researchers found that 40% of Newark's children are calcium deficient and that Newark children have the highest lead levels of any city in the state. This research led to the formation of a collaborative partnership between Rutgers SNAP-Ed and UMDNJ Department of Preventive Medicine on the development and implementation of a social marketing campaign to prevent the subtle lead poisoning in inter-city children. Calcium In: Lead Out campaign educational message focused on incorporating more calcium into the diets of children who may have contacted lead poisoning from the effects of peeling lead paint and dust, and lead contaminated soil.

Excited by the Calcium In Lead Out campaign, Rutgers SNAP-Ed conducted comprehensive research with limited resource populations which showed a lack of understanding of the benefits of calcium consumption as well as a lack of knowledge on calcium-rich food sources. In addition data from various medical studies have shown that African- American and Hispanics are at higher risk for nutrition related diseases such as childhood lead poisoning, osteoporosis, and high blood pressure. In addition, limited resource families in New Jersey have been found to have inadequate amounts of calcium in their daily diets; this is a major concern among children. As a result of the research findings, SNAP-Ed decided that a social marketing campaign should be developed that globally addressed calcium's importance in children. A name and logo were created to carry the overall identity for the program. Results from the formative research showed parents/caregivers as having a sincere concern for protecting their children from nutrition related diseases, therefore the name "Calcium Select to Protect" was chosen as the name and identity for the campaign. This educational platform encourages the target audience to "Check and Select Calcium to Protect their children".

This program evolved as a result of comprehensive research studies which showed a lack of understanding of the benefits of calcium consumption as well as a lack of knowledge on calcium-rich food sources. Medical studies have also shown that these target audience groups are at higher risk for nutrition related diseases such as childhood lead poisoning, osteoporosis, and high blood pressure.

To address this need, the Calcium Select to Protect Social Marketing Campaign was piloted in October 2005. The campaign utilizes social marketing principles that will apply a nutrition related health education message with a call to action to encourage behavior change. Culturally appropriate, low-literacy nutrition education materials are available in both English targeted for African Americans and bilingual for Spanish Speaking audiences. The distribution channels for these materials is through the statewide SNAP-Ed Support Network including retail food chains who host retail promotions that will include coupons for discounts on calcium-rich foods and point of purchase displays flagging calcium-rich food items throughout the stores. The Dairy Council is assisting in efforts to reach Medicaid Pediatricians and Family Care Practitioners who serve these population groups.