Queen Latifah, Cardi B, and more want you to stop milk shaming – a message they’re delivering to support MilkPEP’s latest campaign which highlights the absurdity of a growing phenomenon where people judge those who choose dairy as their milk of choice.
92% of American households consume dairy milk – if you or a loved one has experienced Milk Shaming, Milk wants you to know that you are not alone. The campaign, developed by GALE, introduces OK2Milk, a fictional organization designed to offer support, community, and compassion for dairy milk drinkers facing backlash on social media, in coffee shops, at school, and beyond. OK2Milk comes complete with a functioning hotline (1-800-OK2-MILK) for immediate support, along with an e-commerce-enabled website (OK2Milk.org) filled with OK2Milk merchandise and testimonials.
To launch the campaign, Milk teamed up with actress, singer, and advocate Queen Latifah to create a fictional Public Service Announcement to raise awareness about the bullying that dairy drinkers endure and direct them to OK2Milk resources. This messaging will be amplified through a comprehensive digital and influencer campaign, including celebrities like Cardi B and “Milkshake” singer Kelis.
“After launching our fake alt-milk brand, Wood Milk, with Aubrey Plaza we witnessed the phenomenon of Milk Shaming up close and personal and recognized a creative opportunity,” said GALE Chief Brand and Experience Officer Winston Binch. “While dairy milk isn’t for everyone, shaming people for drinking it is comically absurd. We decided to work again with Wood Milk director and writer, Hannah Levy and Neil Casey, to highlight the ridiculousness of it all. That led to the creation of our PSA campaign and fictional support group, Ok2Milk. We wanted a beloved talent with a commanding voice and comedic abilities to be our lead. Queen Latifah quickly rose to the top of the list and was the perfect fit.”
The campaign isn’t all for laughs; to combat bullying, 100% of all proceeds from OK2Milk merchandise (up to $10,000) will be dedicated to STOMP Out Bullying, an organization dedicated to preventing cyberbullying while educating against homophobia, LGBTQ+ discrimination, racism, and hatred.