Milk helps men in need.

As an experiential extension of their national "Are You A Man Living With PMS"campaign, the Got Milk? PR team approached us to create a (mock) protest to support all the hardships men endure when facing off with PMS.

Think that sounds funny? How about insulting? Sexist/true/outrageous/stupid/etc?

So did a lot of other people.

The tongue-in-cheek message received overwhelming media attention, with campaign references funneling through blogs, television networks, and even the New York Times.