The California Milk Processor Board launched a new campaign Monday demonstrating an unusual treatment for premenstrual syndrome: milk.
The ads show men offering milk to their significant others; studies have shown that the calcium in milk can help deal with the side effects of PMS. The initiative is being promoted by the same group that created the popular “Got Milk?” campaign slogan.
Boyfriends and husbands can also visit the website EverythingIDoIsWrong.org, where the question “Are you a man living with PMS?” is posed. (The message to women: “Help your man help himself.”) Men can also check the “Current Global PMS Level” and “Key PMS Indicators.”
Michael Mayday contributed to this report.