Magazine article ADWEEK

'Got Milk?' Print Touts Health Benefits: Goodby Series Uses Real Bones to Send Educational Message

Magazine article ADWEEK

'Got Milk?' Print Touts Health Benefits: Goodby Series Uses Real Bones to Send Educational Message

Article excerpt

SAN FRANCISCO The serious side of Goodby, Silverstein & Partners' "Got Milk?" effort is making its first major push into print, showing real human bones to send the message that milk helps prevent osteoporosis mad d-aerates.

In one execution for the California Milk Processors Board, pelvic bones form what look like butterflies; copy reads: "Because it's not so beautiful that half of all women over 50 stiffer an osteoporotic fracture." In another ad, an arm and elbow bone are positioned like an exclamation mark above the line, "Over the past 30 years, forearm fractures in young people have increased an alarming 42 percent."

"It's an unexpected use of bones," said Jeff Maiming, executive director of the CMPB. "It's not an X-ray. But the use of the bones is a perfect expression of the strategy."

The exclamation mark ad launches June 28 in People and Neweek. The butterflies execution will appear in August issues of monthlies including Better Homes & Gardens and Fitness. …

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