SOURCE: California Milk Processor Board

California Milk Processor Board

November 15, 2010 12:01 ET

Got What It Takes to Star in a GOT MILK? Ad?

Palm Springs Student Wins $1000 and Her Very Own GOT MILK? Billboard

SAN CLEMENTE, CA--(Marketwire - November 15, 2010) -  Palm Springs High School student, Rayneisha Smith, has been drinking milk ever since she was a little girl. Never did she think that her love of this nutritious beverage could earn her $1,000 and her very own billboard. 

"I have always dreamt of being in a GOT MILK? ad, just like the celebrities with their famous mustaches," says Rayneisha. "To be featured on a GOT MILK? billboard near my high school makes me feel like one of the stars."

Rayneisha submitted a picture with the entire Palm Springs High School Varsity Basketball Team depicting their strong bones and muscles as a result of drinking milk. It was the winning entry among dozens and dozens of photos submitted from teens all over California in the Billboard Photo Contest sponsored by the California Milk Processor Board (CMPB), the creator of GOT MILK? and TOMA LECHE. From Aug. 16 to Oct. 14, 2010, GOT MILK? encouraged teens ages 13-18 from the Golden State to submit original color photos depicting why breakfast with milk is important for overall health and academic performance. It's part of GOT MILK?'s ongoing effort to keep breakfast consumption with milk among teens top of mind. Studies show that more and more teens are skipping breakfast daily. Yet studies also show that when consumption goes down, so do test scores and the overall health of teens. 

Rayneisha's photo, on a billboard for a month starting today, can be seen near the intersection of Gene Autry Trail Way and Vista Chino in Palm Springs. Aside from being featured in a GOT MILK? billboard, Rayneisha wins $1,000 that she says will cover expenses for her senior year and help her continue her education.

"The photos were witty and clever, eye-catching," says Steve James, executive director of the CMPB. "The contest sparked creativity among teens in California, and in the process, they learned about the importance of good nutrition, which starts with milk."

As The Food Research Action Center's (FRAC) Child Nutrition Fact Sheet titled Breakfast for Learning(1) shows "the most important meal of the day" is key to academic success. Nutritionists say a well-balanced breakfast includes protein-rich foods, fresh fruits, whole grains and low fat or nonfat dairy like milk which is high in calcium and vitamins. Starting the day off with a healthy meal, health experts say, also prevents young people from snacking on fatty, high-calorie snacks, which in the long run could curb the growing problem of childhood obesity.

In addition to the grand prize earned by Rayneisha, other notable entries came from Shannon Christner of San Clemente, whose witty picture captured her reading textbooks with milk "head-gear" on, and from Jesse Deneweth of Olivehurst, whose eye-catching photo is one of a girl sporting a milk mustache holding a test with A plus results. Shannon and Jesse each received a gift card for their efforts. 

To see the winning billboard and to learn more about the health and beauty benefits of drinking milk visit, www.gotmilk.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.

(1) "Breakfast for Learning." Child Nutrition Fact Sheet. Food Research & Action Center. Web. (http://www.frac.org/pdf/breakfastforlearning.PDF).