SOURCE: California Milk Processor Board - GOT MILK?

August 21, 2007 12:01 ET

GOT MILK? Goes Back to School

Book Cover Donations Welcome by Educators Across the State

SAN CLEMENTE, CA--(Marketwire - August 21, 2007) - In a time when prices of school supplies are on the rise and budgets are being cut, school administrators are becoming proactive about preserving materials and equipment. Many educators, for example, encourage students to cover text books so that books stay in good condition for years to come. Just in time for back to school, the California Milk Processor Board (CMPB) -- the creators of GOT MILK? -- is donating more than 750,000 book covers to more than 300 high schools in the state.

"As expensive as our textbooks are, all of us educators agree that book covers are a wonderful way to prolong the life and integrity of each book for all of our students," says Los Angeles Unified School District Four Superintendent Richard Alonzo. "Thank you from the students of Local District 4."

The book covers, with a 1950s throwback theme, highlight this year's CMPB online board game www.gettheglass.com. The book covers encourage students to check out the site, while also introducing young people to the benefits of drinking milk. In a state now slowly banning the sale of sodas in high schools, educators and community members welcome the presence of milk in California schools.

"I believe low and non-fat milk are still the best options for students to have available to drink," says Principal Gordon Dexter of Fortuna High School in Eureka.

GetTheGlass.com, which is featured in the book cover, is a "Mission Impossible" style campaign set in a fantasy world established to safeguard the last glass of milk on Earth. An ailing family, the Adachis, plagued with weak muscles, brittle nails, cavities and PMS, set-out on a mission to get the glass to cure their ailments. The game closely resembles a traditional board game with virtual "spaces" and mouse-maneuvered "dice." The game is contemporary, employing flash animation graphics.

"The game has been the subject of hundreds of blogs and has been enjoyed by people all around the world," says CMPB Executive Director Steve James. "Through this game, we want young people to see milk and its benefits with fresh eyes -- in a fun, interactive setting."

The National Institutes of Health and the National Institute of Child Health and Human Development say the teenage years are the most critical time for bone growth so adolescents need to take in as much calcium as possible. The American Academy of Pediatrics recommends teenagers drink at least four, eight-ounce cups of low-fat or skim milk daily for optimum bone health. That amount equals to 1300 mg of calcium daily. Teens must also be careful to avoid caffeinated drinks that could diminish calcium levels in their bodies.

About the CMPB

The California Milk Processor Board was established in 1993 to make milk more competitive and to 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. GOT MILK? gifts and recipes can be viewed at www.gotmilk.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.