GOT MILK? Celebrates 20
GOT MILK? Celebrates 20
Leaders Commended for Contributions to the Golden State
In 1993, Americans first witnessed what is now one of the country’s most highly recalled ad campaigns, “GOT MILK?” Two decades later, the brand and its creator, the California Milk Processor Board (CMPB), are still going strong! It’s taken tireless work from Californians and local communities to make this milestone – and everything GOT MILK? stands for - possible. From hundreds of regional events where the brand has participated and through its numerous ad campaigns since 1993, GOT MILK? has touched and been touched by millions of consumers across the Golden State. To celebrate the brand’s 20 year history and success with the community, the CMPB announced today the names of exemplary service driven individuals and organizations, winners of the CMPB’s commemorative anniversary program, the GOT MILK? 20 Awards.
“The GOT MILK? 20 Awards are CMPB’s way of thanking the numerous residents throughout California that improve the lives of others through service,” said Steve James, Executive Director of the CMPB. “There is no better way to celebrate our milestone anniversary than by saluting 20 of these positive role models and their untiring work in their communities.”
The winners were chosen through an internal nomination process held among all California milk processors and their related agencies, producing more than 80 inspiring nominations from throughout the state. Candidates were judged on the nature of their work, their contribution to improving the quality of life of others and overall effectiveness in their service area. In addition to receiving a commemorative GOT MILK? 20 Award, the CMPB will also present each winner with a $1,000 cash prize.
The 20 GOT MILK? 20 Awardees include (listed by key markets):
- Bay Area: Reading Partners, Oakland; Resource Area for Teaching, San Jose; North Bay Dairy Women’s Association, Petaluma
- Sacramento: Runnin’ for Rhett, Elk Grove and Senior Gleaners, Sacramento
- Fresno: Care Fresno Teen Leadership Program, Reading and Beyond and Women, Infants and Children (WIC) Breastfeeding Resources Program
- Bakersfield: Reach for Greatness Mentoring Program
- Los Angeles: Ability First, Long Beach; Kids Enjoy Exercise Now (KEEN), Los Angeles; El Monte Unified High School District Food Services Department; InnerCity Struggle, East Los Angeles; Duke Welliver & the Peaceful Warrior Martial Arts Academy, San Clemente; Christmas in the Classroom, Fontana and Champions for Change – Desert Sierra Program, Riverside/San Bernardino/Palm Springs
- San Diego: Miracle Babies, La Maestra Community Health Group, Child Nutrition Services at Vista Unified School District and San Marcos Unified School District’s Child Nutrition Services Department
All GOT MILK? 20 Award winners will be presented their recognition and prize during ceremonies to be held in key markets during the month of November. To learn more, visit www.gotmilk.com as well as Facebook and Twitter, which will feature a winner and its community work daily throughout the month.
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 CMPB’s 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.
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