The dairy industry must have hired some of the same public relation firms that health care industry paid a few years ago, which created pseudo-grass root movements to push their propaganda.

The “Got Milk” people thought it would be a good idea to hit the Hollywood, Ca. streets and get a little attention for Male PMS. Yes, you heard that right, dairy producers are claiming that milk not only does your body good, but it helps men get over those pesky cramps. Well. not really.

Dressed in t-shirts that read “Everything I Do Is Wrong,” the “protestors” were picketing underneath a billboard on the corner of Selma and Vine that read: “Are You A Man Living With PMS?”

According to LA Weekly, which caught up with press officer Angie Valencia, who said the faux-protest is a “fun and lighthearted way of letting consumers know the calcium in the milk helps reduce the symptoms of PMS.”

This clearly wasn’t a well thought out plan. If you go to the campaign’s website, you’ll see a statement like “instead of irrational; try passionate.” Basically, it’s a not-so-clever way to highlight some of the sexist ways men look at women during their month cycle. But, hey, it’s all in fun, right?!

LA Weekly actually made a great analogy when they harkened the protest to a popular 80’s television sitcom:

We’re not the fiercest feminists around, but an anti-PMS rally, run by men? Really? Almost reminds us of the “No Ma’am” club from “Married With Children,” formed because, according to, which exists, hilariously, “Al and his friends suffered from their wives’ and other women’s oppression as opposed to their idea of a perfect world.”

Drinking milk from another mammal is still one of the very weird things humans do, but it does give people a full serving of Vitamin D and Calcium.

We guess all the groundbreaking reports about the negative effects of dairy has it’s industry, which paid for this stunt, on the defensive. Let’s hope they don’t go as far the health industry did a few years ago.

What is your best remedy for smoothing out your PMS symptoms?  Do you like this “Got Milk” campaign?

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One Comment

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