While national milk ads focused on the “fashionable” aspects of milk drinking, consumer awareness of the healthful benefits of dairy products slipped. In response, Jones Advertising created the “Healthy Moms, Healthy Kids” campaign, featuring moms setting healthy examples for their “copycat” kids. Targeting the family’s beverage gatekeeper (a.k.a. Mom), this long-running campaign consists of TV, radio and a kid’s educational activity book, as well as Spanish language TV and radio. The radio spots received 2004 Best of Show honors and Best Image Ad at the PSRBA Soundie awards.