'Got Milk?' Print Touts Health Benefits

The serious side of Goodby, Silverstein & Partners’ “Got Milk?” effort is making its first major push into print, showing real human bones to send the message that milk helps prevent osteoporosis and fractures.

In one execution for the California Milk Processors Board, pelvic bones form what look like butterflies; copy reads: “Because it’s not so beautiful that half of all women over 50 suffer an osteoporotic fracture.” In another ad, an arm and elbow bone are positioned like an exclamation mark above the line, “Over the past 30 years, forearm fractures in young people have increased an alarming 42 percent.”