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 — 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

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