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Say Cheese With Milk
Date:6/1/2009

GOT MILK? Sponsors a Photo Contest to Celebrate National Dairy & Smile Month

SAN CLEMENTE, Calif., June 1 /PRNewswire/ -- The struggle between parent and child starts at sundown. Bath: Check. Pajamas on: Check. Favorite bedtime book: Check. Brush teeth: Sigh. Suddenly, the nightly routine can come to a screeching halt if the child hates to brush his teeth. According to a 2006 report by the Dental Health Foundation, by the time children are in kindergarten, more than 50 percent already have had tooth decay. When these youngsters reach third grade, that number increases to 70 percent. That's why the California Milk Processor Board (CMPB) - the creator of GOT MILK? - has partnered with the Dental Health Foundation during the month of June, National Dairy Month and National Smile Month, to educate Californians that regular tooth brushing plus consuming calcium-rich foods, like milk, could mean fewer unnecessary visits to the dentist.

"Today, there are nearly 140,000 elementary school children across the state in pain requiring treatment for dental care," says. Dr. Steven Uranga McKane, chair of the Dental Health Foundation. "Parents need to be proactive and encourage development of good oral health habits and - as studies show - proper nutrition in order to ensure a beautiful smile."

Studies show that toothbrushes and toothpastes alone aren't enough to obtain that picture-perfect smile. A report by a research scientist at the University of California, Los Angeles School of Dentistry states that the calcium in milk helps build strong teeth and could prevent cavities(1). To bring this messaging home, GOT MILK? is searching for the best smiles in California with the Say Cheese with GOT MILK? photo contest. With their parents' permission, kids ages six to 12 can submit a photo of their best smile that could win them a $500 shopping spree at a toy store, plus an electric tooth brush and GOT MILK? goodies.

"A picture-perfect smile begins with milk," says Steve James, executive director of the CMPB. "The calcium in the milk helps create strong teeth and a beautiful smile for those memorable school photos and beyond."

The Dental Health Foundation reports that when left untreated dental problems like tooth decay can lead to difficulty speaking and chewing and ultimately, time away from the classroom. Fortunately, there are easy steps that parents can take to prevent cavities in children. Such tips are outlined on www.gotmilk.com.

1. As soon as the first tooth erupts begin brushing your child's teeth with a soft toothbrush. Experts recommend visits to a dentist at the one year mark, with regular check-ups every six months or as recommended by the dentist.

2. Children should brush their teeth at least twice a day for two-and-a-half to three minutes with toothpaste that has fluoride - an ingredient that helps fight cavities.

3. Watch out for puffy, red or tender gums, which are signs that your oral health is deteriorating and you need to see a dentist.

4. Replace sugar filled juices and sodas with milk at mealtimes. Studies show milk not only has plenty of vitamins and nutrients for a growing child, but it also helps strengthen teeth and could help prevent tooth decay.

5. Limit the consumption of sweets that could contribute to tooth decay. Try to avoid hard candy or foods, which could cause teeth to break.

"It's never too late to start practicing these simple tips to achieve picture-perfect smiles for your kids," says Uranga McKane.

The Say Cheese with GOT MILK? photo contest will run from June 8 to July 31, 2009 for California residents only. Photos can be submitted via the following:

    Email:     contest@gotmilk.com  (limit 8 MB)

    Mail:      Say Cheese with GOT MILK? Photo Contest
               c/o RL Public Relations
               11835 W. Olympic Blvd., Suite 1155E
               Los Angeles, CA 90064

    In person: Let GOT MILK? take your child's toothpaste smile by visiting
               the following locations throughout California.

    San Francisco  June 13, 2009  Stonestown Galleria,
    Ground Level on Center Court  12 - 3 p.m.

    San Diego      June 20, 2009  Chula Vista Town Center,
    Ground Level by Macy's  12 - 3 p.m.

    Los Angeles    July 11, 2009  Northridge Fashion Center,
    Ground Level by JC Penney  12 - 3 p.m.

For more information on the partnership with the Dental Health Foundation and to learn more about the contest visit www.gotmilk.com.

About the Dental Health Foundation

For the past twenty years the Dental Health Foundation (DHF) has been one of the few organizations in the country dedicated to the vision of "oral health for all." The mission of the organization is to build and work through community partnerships to promote oral health by providing leadership in advocacy, education and public policy development; promoting community-based prevention strategies; improving access to and the quality of oral health services; and encouraging the integration of oral health and total health. For more information, visit

http://www.dentalhealthfoundation.org/

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) Milk and Oral Health White Paper. Dr. Justin Merritt, Research Scientist, Oral Biology, UCLA School of Dentistry, Dr. Fengxia Qi, Assistant Professor, Oral Biology, UCLA School of Dentistry and Dr. Wenyuan Shi, Professor and Chair, Oral Biology, UCLA School of Dentistry


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SOURCE The California Milk Processor Board
Copyright©2009 PR Newswire.
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