SOURCE: California Milk Processor Board - GOT MILK?

California Milk Processor Board - GOT MILK?

January 11, 2010 13:00 ET

White Gold Announces 10 Finalists in $50K GOT MILK? CA H.S. Giveaway

Public Vote to Determine Grand Prize Winner

SAN CLEMENTE, CA--(Marketwire - January 11, 2010) - With the help of his fellow artists Owl City, Ozomatli, Electric 6, as well as Jesse "Boots Electric" Hughes from Eagles of Death Metal, White Gold™ -- the ragged musician turned rock god thanks to the transformational powers of milk -- has picked the top 10 finalists of the $50,000 Battle for Milkquarious, White Gold Milkdonkulous Giveaway. It is a contest sponsored by the California Milk Processor Board (CMPB) -- the creator of GOT MILK? -- encouraging California teenagers to get creative with their video-making skills for a chance to win thousands of dollars for their public high schools' art programs. Starting today, Jan. 11, until Jan. 24, the public can watch all the finalists' entries online by logging on to www.milkquarious.com and selecting the grand prize winner. That will receive $20,000 for that school's arts program. Ten thousand dollars will go to the second place school, and eight runners-up will each receive $2,500 in funding for a grand total of $50,000 in cash prizes. The top 10 finalists are the following:

--  El Molino High School in Forestville
--  Dublin High School in Dublin
--  Santa Teresa High School in San Jose
--  Los Angeles County High School for the Arts in Los Angeles
--  San Dieguito High School Academy in Encinitas
--  Marysville Charter Academy for the Arts in Marysville
--  Los Angeles High School for the Arts (LAHSA) in Los Angeles
--  Santa Susana High School in Simi Valley
--  Gardena High School in Gardena
--  Pioneer Technical Center in Madera
    

"California high school students put their hearts and souls into these videos," says Steve James, CMPB Executive Director. "White Gold and the celebrity judges had a difficult time choosing the finalists. Every piece of video was creative and well-executed. I am proud of each and every entry."

White Gold's Battle for Milkquarious is a 20-minute online rock opera at www.milkquarious.com intended to reach California teens with the message of the health benefits of drinking milk for strong bones, muscles, hair, teeth and nails. The rock opera chronicles White Gold's quest to save his hometown of Milkquarious from a potentially deadly milk shortage. Teenagers 14 to 18 who attend California public high schools were eligible to enter the $50,000 White Gold Milkdonkulous Giveaway from Oct. 5 to Dec. 20, 2009. Students were asked to recreate one of the scenes from the rock opera and submit their video entries online. White Gold and celebrity judges selected nine finalists, with the tenth finalist decided by "people's choice" through popular vote online.

Online public voting to decide the grand prize winner out of the top 10 will be held on www.milkquarious.com from 10 a.m. PST on January 11 to 10 a.m. PST on January 24. The winner will be announced online at www.milkquarious.com on Jan. 25 at 10 a.m. PST.

"Arts, music and drama programs are routinely the first programs to be drastically reduced or eliminated in times of economic crisis," says James. Yet according to Critical Evidence: How the Arts Benefit Student Achievement, students who take arts classes have higher math and verbal SAT scores than students who take no arts classes. "It's very gratifying for us to be able to make this positive contribution to the intellectual and artistic development of California's students."

For more information on Battle for Milkquarious and for complete contest rules on the White Gold Milkdonkulous Giveaway, visit www.milkquarious.com.

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.