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| Text on Button | LOOK BETTER FEEL BETTER - MILK IS YOUR ONLY PRACTICAL SOURCE OF CALCIUM - Drink 3 Glasses of MILK Every Day |
| Image Description | Navy blue text on white background; button divided in three horizontal sections with inverted text in the center. |
| Curl Text | PARISIAN NOVELTY CO., CHICAGO |
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| Additional Information | Long before milk mustaches of the "Got Milk" campaign appeared, the benefits of milk have been advertised on glass bottles delivered daily by the milkman, in magazines and in newspapers. Beginning in the 1940s milk was being promoted by doctors, schools and the government as a necessary part of a healthy diet. The first federal milk program offering subsidized milk to school children around the country was introduced in Chicago in 1940. By the 1950s milk had become a family staple in the households of the post-war baby boom era. |
| Sources |
Milk. (20 April 1959). Your family may be calcium starved. Life, 46(16). p. 136. Washington State Dairy Products Commission. (1954, January 21). 3 Glasses of Milk a Day. Ellensburg Daily Record, p. 9. |
| Catalog ID | AD0033 |