SAN CLEMENTE, California, Dec. 3, 2015 /PRNewswire-HISPANIC PR WIRE/ — California is known for being one of the premier creative capitals of the world. For decades, artists have flocked to California seeking inspiration from the state’s majestic scenery and vibrant culture. Now, the California Milk Processor Board (CMPB), creator of the iconic got milk? campaign, is promoting local artists along with its traditional message of wellbeing with its new campaign, Milk Loves Art. The project is providing California artists with a life-size cow sculpture[1] and tasking them to paint them in the theme of “California’s Rich Cultural Heritage.” Once finalized, the sculptures will be donated to Camp Ronald McDonald for Good Times, who will then auction off the works of art. Proceeds will support the program, which offers a cost-free, medically-supervised, camp experience for more than 1,500 children with cancer and their families each year, helping them find hope, enthusiasm and joy in the therapeutic environment of the great outdoors.
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“This campaign has a dual focus: to bring local artists together for a charitable cause and also recognize the positive impact art has in our communities,” said Steve James, Executive Director, CMPB. “There is a strong connection between the arts and overall academic success, which along with healthy eating, are key for building a strong foundation.” According to the California Arts Council, a student involved in the arts is four times more likely to be recognized for academic achievement[2].
To ensure the quality of the final pieces going to auction, renowned muralist, George Yepes, will be leading the creative phase of the campaign and working closely with the artists involved. Yepes will also be painting one of the 31 sculptures. “Whenever there’s a chance to get involved in bettering our community and enriching the lives of individuals through art, I’m more than happy to be part of it,” said George Yepes. “This partnership with got milk? allows me to get involved with what I’m passionate about: bringing art to the forefront and giving back to those in need.” Yepes’s work has been featured in the Los Angeles County Museum of Art, the Smithsonian Institution in Washington D.C. and the Museum of Contemporary Art of San Diego, among others.
For more information about Milk Loves Art, visit: www.gotmilk.com and follow got milk? via social media on Facebook @gotmilk, Twitter @gotmilk and Instagram @officialgotmilk.
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, in order to better align the English and Spanish language work. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.
About Camp Ronald McDonald for Good Times
Camp Ronald McDonald for Good Times® is a program of Ronald McDonald House Charities® of Southern California. Camp gives more than 1,500 children with cancer and their families the chance to “take a break” from the disease and enjoy the therapeutic benefits of the great outdoors. The program is free and helps kids look towards a future beyond cancer. Camp is designed to build courage, foster hope and promote healing outside of treatment centers and hospitals. With trained medical staff onsite to support and monitor treatment regimens, children are able to enjoy horseback riding, archery, ropes courses, arts & crafts and the chance to just be kids. Since 1982, the Camp has served more than 36,000 campers. To learn more, visit www.rmhcsc.org/camp.
[1] CowParade Holdings is the owner of the copyrights in and to the shapes of the cow canvases.
