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Milk Life, a campaign from the MilkPEP board (which is funded by U.S. milk companies), made its Olympic debut in the 2016 Summer Olympics in Rio. Ahead of the PyeongChang 2018 Olympic Winter Games, the board said the campaign would make a splash again—securing a partnership with the U.S. Olympic Committee to produce content around the games though the 2020 Summer Paralympic Games in Tokyo.
What the board likely didn’t know was that a counter group comprised of former Olympians were devising a plan to drop a public service announcement during the closing ceremonies in PyeongChang urging their fellow athletes to drop milk and switch to a plant-based diet.