California Milk Processor Board: #StayStrongTogether fueled by 'got milk?'

Rox United, a PR firm, launched a campaign in the US to infuse milk into social media conversations, provide one million meals to kids, and generate a spike in conversation via a wave of social activation.

Situation Analysis

In the age of COVID-19, food banks have never been more important. COVID has created thousands of new clients for California's food banks—and new challenges that may outlast the pandemic. Pre-pandemic, every community was home to families struggling with hunger. Sadly, that showed no sign of stopping and food banks experienced a dramatic rise in demand. This moment has brought significant change to all aspects of life and has resulted in an increased need for food assistance in communities.

The company/organization had an opportunity to nourish families by creating a campaign directly centered around sharing strength, resilience, and...

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