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Christie Brinkley makes milk a family affair with latest milk mustache ad.

WASHINGTON--(BUSINESS WIRE)--Oct. 18, 1995--Christie Brinkley is the model of motherhood in her second milk mustache ad for the "Milk, What a Surprise!" campaign -- but this time she's not alone.

Christie's new baby, two-month-old Jack Paris, has his first shot at fame by posing with Christie and his older sister Alexa Ray in the ad.

The new Brinkley family ad focuses on the importance of calcium-rich milk in a pregnant or nursing mother's diet. Wearing a milk mustache, Christie declares:

No caffeine. No alcohol. No sushi. When you're a pregnant or

nursing mother there are lots of no's. But there is one big

yes. Milk. And there's practically nothing your body needs

more right now than all that calcium. Except sleep, but let's

be realistic.

Milk plays a critical role during pregnancy, and the growing number of women who avoid milk have experts worried. "If milk drinking wasn't a daily habit before a woman gets pregnant, then she has some making up to do," says David McCarron, M.D., professor of medicine at Oregon Health Sciences University and one of the country's leading calcium researchers.

"Calcium needs increase when you're pregnant because your baby needs a steady supply of this bone-building mineral," he says. "If calcium is in short supply, your body will take what it needs from your bones to give to your baby -- which could diminish the strength of your bones." Pregnant and nursing women need at least 1,200 milligrams of calcium daily -- or the equivalent of four glasses of milk.

Brinkley was one of the first milk-mustachioed celebrities to appear in the campaign, which was launched in January to educate women about the nutritional value of milk. The campaign now features nearly 20 famous faces wearing the classic "badge" of milk enjoyment and sharing their personal milk testimonies.

Shot by acclaimed photographer Annie Leibovitz, the ad will debut in October magazines. A consumer hotline, 1-800-WHY-MILK, has been established in conjunction with the ads to help answer consumer questions about milk. The hotline offers free education materials, including the booklet "Milk Matters for Mothers-to-Be," developed in cooperation with the American College of Obstetricians and Gynecologists. -0-

The "Milk, What a Surprise!" program was developed under the guidance of the National Fluid Milk Processor Promotion Board, an organization funded by U.S. milk processors. Launched in January as a catalyst to spark a change in attitudes about milk, the program includes a series of milk-mustachioed portraits of celebrities touting the health benefits of milk.

CONTACT: Bozell Public Relations, Chicago

Rachel Greene, 312/988-2325

Chris Steven, 312/988-2354
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Publication:Business Wire
Date:Oct 19, 1995
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