In a recent scientific discovery, a natural ingredient found in milk can protect against obesity even while mice keep on enjoying diets that are high in fat. The researchers, who reported their results in the Cell Metabolism, likened this finding to a new kind of vitamin. It appears that mice that take nicotinamideriboside in comparatively high doses along with their high-fat meals burn more fat and are protected from obesity. They also become better runners because of muscles that now benefit from greater endurance. If you worked for the National Milk Producers Federation, how would you create a research proposal to support a national ad campaign to promote the qualities of milk in a balanced diet, using this finding?