PMS is one of those things that is at once a little uncomfortable to talk about, a big freaking deal, and a potentially lucrative marketing tie-in. 
A new campaign from the California Milk Processor Board (CMPB) attempts to appeal to both women suffering from PMS and the people around them by milk may help alleviate the symptoms of PMS. There’s also a Web site — Everything I Do is Wrong.org — and a social-media campaign. In California, there are billboards as well as radio and print ads.
Though it can be hard to quantify changes in PMS symptoms in a research setting, several studies have demonstrated a link between calcium supplementation and reduced symptoms. High intake of calcium-rich foods has also been shown to have a preventive effect.
This is a topic I’ve been reading a lot about lately. Out of all the nutrients studied for the treatment of premenstrual syndrome, the evidence for calcium seems to be particularly consistent.
I’m curious to hear what others think about the way this ad presents that information. At first glance, my reaction was, “Yeah, yeah. Another PMS joke—are you really gonna make my murderous monthly rage into a campaign for milk?” But then I realized that it’s funny because it’s true. One thing I hope consumers take into consideration though is that its’ not just milk that may alleviate and prevent PMS symptoms—there’s also yogurt, cheese, and fortified nondairy beverages. I couldn’t find any research on whether calcium-rich vegetables like broccoli have been studied, but no reason not to include those too!
What’s your favorite calcium-rich food?
Mine is definitely yogurt—aka the #1 Reason I Will Never Be A Vegan
one of my many yogurt bowls/messes
I’m sort of touchy about PMS-related jokes… not because I turn into a crazy person around that time of the month (I actually don’t really get any symptoms) but because I think it’s another excuse for men to say that women are just being “irrational” and need to “calm down” a week out of every month. Bah.
It kind of bugs me when men make PMS jokes. I think that’s why my initial reaction to the ad was to wrinkle my nose a little. You’re so lucky you don’t get any symptoms—even though mine are better than they used to be, I still get really bad cramps and notice I’m a bit more emotional, though nowhere near as crazy as I’m told women get during PMS!
@ Katie – took the words right out of my mouth! I consider myself extremely lucky to have little to no PMS symptoms most of the time, but some of my sisters have pretty severe symptoms on a regular basis. I haven’t heard of calcium being a potential aid to combat these things, and it’s kind of frustrating to hear it from a milk company group, instead of, oh, I don’t know, a doctor or the CA state health dept.? I completely agree that some people (men and women, really) use things like PMS to “crazify” women and disregard their opinions/thoughts/ideas. This particular add pisses me off, because it adds to that myth of women being irrationale, unable to communicate clearly, scary and sort of abusive during this time.
Well said. It’s a catchy ad, but it’s too bad the info is coming from an industry group and not a health professional. I feel like that says quite a bit about the US…
Also, “crazify” is the best word I’d heard in a while.
huh – I haven’t seen that. Kind of a weird angle to take, but I guess I give some props to whomever advertisers thought of it. No doubt it was a male though..
And same re: yogurt – I could never, ever give it up!