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BC Dairy Foundation conducts milk challenge in Vancouver

The BC Dairy Foundation conducted a street promotion in Vancouver yesterday as part of its new "Must Drink More Milk" campaign. A 12-foot-tall recreation of a glass of milk was installed in front of the Art Gallery on Robson Street. Passersby were invited to pull a cord to lower the level of milk in the glass. Each time the glass was emptied, the foundation pledged a donation of two dollars to KidSport BC. Bottles of flavoured milk from Saputo Foods were also distributed to participants. The "Must Drink More Milk Challenge" will also take place in Kelowna on July 1 and Victoria on July 3. "Getting people to understand the importance of milk can be a huge challenge," said Robin Smith, executive director of the foundation. "Milk faces diverse competition for people's attention as hundreds of energy drinks and vitamin-enriched waters enter the market. However, the slogan, 'Must Drink More Milk' is something we believe in and want to get across."

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