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GOT MILK? & Girl Scouts in Calif. to Recapture an Iconic Ad
Milk Campaign Sponsors Photo Contest
By: PR Newswire
Nov. 5, 2012 12:02 PM
SAN CLEMENTE, Calif., Nov. 5, 2012 /PRNewswire/ -- In 1997, an adorable 10-year-old Girl Scout named Megan Weber made an impression on Californians with her iconic uniform and an armful of cookie boxes on a memorable print campaign, provoking the question, "GOT MILK?" To commemorate this moment in time and the partnership established 15 years ago between the California Milk Processor Board (CMPB), the creator of GOT MILK?, and the Girl Scouts in California, the organizations announced today a search for three lucky Girl Scouts in the Golden State to be the stars of a new GOT MILK? print campaign. All that registered members have to do is submit a photo showing how Girl Scouts and milk are helping them become strong, healthy and confident young women.
"Over the years, the CMPB has created memorable campaigns that resonate with the public," says Steve James, executive director of the CMPB. "The 1997 Girl Scouts print campaign, without a doubt, was one of them. We are excited to work with all eight Girl Scout councils in California as we commemorate the 15th Anniversary of the partnership."
Megan Weber, the original red head, freckled-faced Girl Scout featured in the 1997 campaign, will be traveling throughout the Golden State in November to encourage the more than 200,000 Girl Scouts in California to take part in the contest. Weber, now 25 and living in Sweden, didn't hesitate to lend her support.
"I remember missing my school Halloween party to participate in the photo shoot," says Weber, who was a Girl Scout for 13 years. "I just couldn't pass up this once-in-a-lifetime opportunity to star in a GOT MILK? billboard and to also represent the Girl Scouts across California. It is an organization that taught me how to become independent and hard working. I'm excited to represent both GOT MILK? and the Girl Scouts in California as they search for a new generation of strong, healthy and confident young women."
The 2012 GOT MILK? - Girl Scouts Photo Contest is an opportunity for three Girl Scouts in California to each receive a $500 U.S. Savings Bond and to be featured together on a billboard (or comparable advertising media) in their hometowns. The contest is open to all currently registered Girl Scouts in kindergarten through Grade 12 (except Girl Scout adults) belonging to one of the eight councils in California: Girl Scouts of Greater Los Angeles, Girl Scouts of Northern California, Girl Scouts of Orange County, Girl Scouts San Diego Council, Girl Scouts Heart of Central California, Girl Scouts of Central California South, Girl Scouts of California's Central Coast and Girl Scouts of San Gorgonio Council. From Nov. 5 to Dec. 17, 2012, Girl Scouts may submit a photo with a caption of no more than eight words showcasing the contest prompt: How have Girl Scouts and milk helped them become strong, healthy and confident? The Girl Scout submitting the photo and dairy milk must both be featured in the photo. Aside from the three grand prizes, camp scholarships worth $350 each will also be given to 24 finalists throughout the state. For complete contest rules and to download an entry/release form, visit www.gotmilk.com/news. Entries can be submitted via the following:
About Girl Scouts in California
Girl Scouts, the preeminent leadership development organization for girls, is celebrating its 100th anniversary during 2012. Girl Scouts is the leading authority on girls' healthy development, and builds girls of courage, confidence, and character, who make the world a better place. In California, more than 200,000 Girl Scouts from every social and economic background are developing values, skills and abilities for success in the 21st century. According to a recent study conducted by the Girl Scout Research Institute in conjunction with an independent research firm, women who were Girl Scouts as children display significantly more positive life outcomes than non-Girl Scout alumnae. Girl Scout alumnae have higher perceptions of self, higher rates of volunteerism and civic engagement, higher rates of college education and higher household incomes than non-alumnae. To join, volunteer, reconnect with or donate to Girl Scouts, visit www.GirlScouts.org.
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.
SOURCE California Milk Processor Board
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