The California Milk Advisory Board (CMAB), in conjunction with its public relations agency Ketchum, recently was recognized with two national public relations awards for community relations efforts surrounding their “Real Seal Appeal” schools program. The campaign was named Community Relations Campaign of the Year by PRWeek and Corporate Social Responsibility (CSR) Community Affairs Program of the Year by PRNews.
The PRWeek Awards are considered one of the industry’s highest honors, recognizing best practices and creative excellence in campaigns. Not only did the campaign win in the PRWeek Community Relations category, it was also nominated as one of five finalists for Best Overall Campaign of the Year. The PRWeek CSR Awards "celebrates the best in corporate social responsibility programs and the communications that power those programs."
Launched in the fall of 2011, the Real Seal Appeal was part of an integrated marketing program in support of California milk and dairy in 10 Southern California counties spanning from San Luis Obispo to San Diego. The program provided nutrition education information to classrooms and enlisted elementary schools teachers, children and families to collect Real California Milk seals from dairy products in order to participate. The seal collection program reached over 42,000 teachers in 99 districts and engaged families by asking them to submit the seals (from California milk and dairy purchased at retail) to their local classrooms for a chance for budget-strapped schools to win much-needed cash, books and school supplies.
“The Real Seal Appeal program was a collaborative effort of families, teachers and dairy farmers all coming together to give much needed resources and supplies to local schools while building a better understanding of the important role dairy families and dairy products play in the community and in health,” said Jennifer Giambroni, Director of Communications for the CMAB.
Ninety-nine percent of California dairy farms are family-owned. California produces more fluid milk, butter, ice cream, yogurt and nonfat dry milk than any other state. The state is the second-largest producer of cheese, which is available nationally under the Real California Cheese seal. Dairy products made with California milk can be identified by the Real California Milk seal, which certifies that the products are made exclusively with milk produced on California dairy farms.