California Milk Processors Target Hispanics With $2,000 Scholarship Contest

Working with Hispanic-focused agency Grupo Gallegos, the California Milk Processor Board has launched a bilingual Facebook contest called “Milk & Art Contest” or, translated directly from Spanish, “Drink Milk, Make Art.”

The contest encourages moms and their kids to submit a photo of an original piece of art created from a milk container for the chance to win $2,000 towards college tuition.

The contest is part of the brand’s ongoing Fueling A Better Future campaign which encourages consumers to make healthy choices — including drinking milk, of course — to ensure the best possible future.

It also seems to tie into its #BetterFutureMoms effort, in which it has enlisted a racially- and ethnically-diverse set of bloggers’ help to identify seven California moms making a difference.

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The latest effort has also involved a group of Latina mom bloggers that will be showing off their own milk art projects and encouraging audience members to do the same, working on behalf of the brand.

Here’s a post one of the mom bloggers wrote about the contest and a “how to” video from another:

The blogger moms also promoted the contest via social media.

Milk container art via @ModernLatinas Enter the #MilkAndArtContest & win $2,000 college fund http://t.co/Uay549vBK5 pic.twitter.com/I498Gt76wN

— Rocio Chavez (@yoursassyself) May 27, 2015

CALIFORNIA moms you could win 2K for your kid college fund with the #MilkAndArtContest http://t.co/zfP7woDnhm pic.twitter.com/AdEIGRzi6d

— My Life is a Journey (@monicazyoung) May 27, 2015

Here’s one submission for the art contest:

Of the approach, CMPB Executive Director Steve James said:[blockquote]“At CMPB, we understand the important role that mom plays in the lives of her children and we’re always looking for positive ways to engage her. The Milk & Art Contest provides a wholesome family activity that reminds mom of the nutritional importance of milk.”[/blockquote]

The contest kicked off this week and will run through June 9. After that, a panel of judges will select 10 finalists and 4 winners will be chosen by an online vote.

On partnering with moms, Grupo Gallegos Chief Creative Officer Marty Orzio said:[blockquote]”Moms are resourceful and are always looking for new ways to keep their kids engaged and inspired. The Art Contest creates a new occasion for drinking milk, while encouraging moms and kids to spend quality time together, being creativity, bonding, all while earning a chance to kickoff a college fund.”[/blockquote]