The campaign emphasised that drinking milk during school helps children be their best and reach their everyday goals. We created fun and informative interactive zones at schools where children could learn about the value of milk. While playing at these stations, children could see how drinking Shpargalka every day could help them become stronger, healthier, and smarter. We also placed a map in each classroom, and teachers were given a list of questions to ask the children. Children who answered correctly were rewarded with Shpargalka animal stickers.

The program was a success from both a response and brand perspective. Eight cities participated in the program, covering a total of 259 schools, and 30,000 children. The program was the first ever cause-related marketing to take place in a school setting in Russia. The client was pleased with the results of this program, and we received positive responses from participating schools, and requests to do similar programs in the future.