Milk Life Built, Not Born Contest

Brag. Boast. Gloat. We want to know how your little champion was #BuiltNotBorn with the help of milk. Share a photo on Facebook, Twitter or Instagram of your child making you proud and you could win enough milk to help fuel their childhood with milk’s nine essential nutrients, including protein. Use #promo & #BuiltNotBorn to be eligible.  

Milk Life “Built, Not Born” Contest

Official Rules


The Milk Life “Built, Not Born” Contest (the “Contest”) starts on Friday, May 6, 2016 at 12:00 AM Eastern Time (“ET”) and ends on Sunday, June 5, 2016 at 11:59 PM ET (“Contest Period”). The Contest Period will be divided into four (4) weekly entry periods during the Contest Period as follows; May 6-13, May 14-21, May 22-29, and May 30 – June 5, 2016 (each, a “Weekly Entry Period”). Entries not received within the Contest Period will be void. Entries not received within the Contest Period will be void.

ELIGIBILITY: Contest is open to legal residents of the fifty (50) United States and the District of Columbia, who are 18 years of age or older and are a parent or legal guardian of a child seventeen (17) years of age or younger at the time of entry. Employees of National Fluid Milk Processor Promotion Board (“Sponsor”), Weber Shandwick, the United States Olympic Committee, their parent companies, subsidiaries, affiliates, promotion and advertising agencies, and members of their immediate family (spouse and parent, children and siblings and their respective spouses, regardless of where they reside) and persons living in the same household, whether or not related, of such employees, are not eligible to enter or win. Void where prohibited by law. Contest is subject to all applicable federal, state and local laws. This Contest is in no way sponsored, endorsed or administered by, or associated with, Facebook, Twitter or Instagram. The information you provide will be used for the purposes of Contest administration.

HOW TO ENTER: At various times throughout the Contest Period, Sponsor will post content to the Milk Life social media channels on Facebook, Twitter and Instagram which you may participate in as further outlined below. The exact date and time of each post will be determined by Sponsor, in their sole discretion.

1) Facebook: Log-in to your Facebook account and navigate to the Milk Life Facebook page at Then, locate a Contest post and follow the instructions to post a comment to the Milk Life Facebook page and include the hashtags #builtnotborn and #promo in your post to receive one (1) entry; OR

2) Twitter: Log-in to your Twitter account and navigate to the Milk Life Twitter page at Then, locate a Contest tweet and follow the instructions to post a tweet and include the hashtags #builtnotborn and #promo in your tweet to receive one (1) entry; OR

3) Instagram: Log-in to your Instagram account and navigate to the Milk Life Instagram page Then, locate a Contest photo/post and follow the instructions to post a photo to your Instagram account and include the hashtags #builtnotborn and #promo in your post to receive one (1) entry.

Please Note: Only photos and posts that showcase white milk will be eligible for entry in the Contest; submissions that reference or include chocolate milk will not be considered.

Limit of one (1) entry per person per week throughout the Contest Period, regardless of social media channel used to enter (for a maximum of four (4) entries per person throughout the Contest Period). You may only use one (1) social media account to enter the Contest. Entries received from any person or email address in excess of the stated limitation will be void. A Facebook, Twitter or Instagram account is required to enter. A free account can be created at, or To enter the Contest using a mobile device, you must have a service plan for your web-enabled mobile device with your wireless service provider and a device that supports the Facebook, Twitter or Instagram application. Data rates may apply. See your wireless service provider for pricing plan details and capabilities.

REQUIREMENTS OF ENTRIES: Entry may not contain, as determined by the Sponsor, in its sole discretion, any content that:

  • is sexually explicit or suggestive; violent or derogatory of any ethnic, racial, gender, religious, professional or age group; profane or pornographic; contains nudity;
  • references or includes chocolate milk or any non-white milk product;
  • promotes alcohol, illegal drugs, tobacco, firearms/weapons (or the use of any of the foregoing); promotes any activities that may appear unsafe or dangerous; promotes any particular political agenda or message;
  • is obscene or offensive; endorses any form of hate or hate group;
  • defames, misrepresents or contains disparaging remarks about other people or companies;
  • contains trademarks, logos, or trade dress (such as distinctive packaging) owned by others (excluding Sponsor’s logos and trademarks which will be permitted);
  • contains any personal identification, such as personal names, e-mail addresses or street addresses;
  • contains copyrighted materials owned by others (including photographs, music, videos, sculptures, paintings, and other works of art or images);
  • contains materials embodying the names, likenesses, voices, or other indicia identifying any person, including, without limitation, celebrities and/or other public or private figures, living or dead;
  • contains look-alikes of celebrities or other public or private figures, living or deceased; or violates any applicable law.

Entry must be in English, be the original work of the entrant, may not have been previously published, may not have won previous awards, and must not infringe upon the copyrights, trademarks, rights of privacy, publicity or other intellectual property or other rights of any person or entity. If the entry contains any material or elements that are not owned by the entrant, and/or which are subject to the rights of third parties, the entrant is responsible for obtaining, prior to submission of the entry, any and all releases and consents necessary to permit the use and exhibition of the entry by Sponsor in the manner set forth in these Official Rules, including, without limitation, name and likeness permissions from any person or any third-party who appears in or is identifiable in an entry (or the parent or legal guardian of any minor who appears in or is identifiable in an entry). Sponsor reserves the right to request proof of these permissions in a form acceptable to Sponsor from any entrant at any time. Failure to provide such proof may, if requested, render entry null and void. By submitting, an entry entrant warrants and represents that he/she and the person or third-party who appears in or is identifiable in the entry consent to the submission and use of the entry in the Contest and to its use as otherwise set forth herein.

By submitting an entry, entrant hereby grants permission for the entry to be posted on,,, or other websites and used in press materials. Entrant agrees that Released Parties (as defined below) are not responsible for any unauthorized use of entries by third parties. Released Parties do not guarantee the posting of any entry and may remove a posted entry at any time.

JUDGING PERIOD: All eligible entries received throughout each Weekly Entry Period will be judged by a panel of qualified judges based on the following criteria: (i) creativity and of entry and ability to grab the attention of the Milk Life campaign (40%), (ii) engagement of entrant in the entry with their social media fans and/or community (40%), and (iii) originality of entry; ability of entrant to create organic and original content (20%) (the “Judging Criteria”). The one (1) entry with the highest score for each applicable Weekly Entry Period will be deemed the potential winner, subject to verification of eligibility and compliance with these Official Rules. In the event of a tie, an additional, “tie-breaking” judge will determine the winner based on the criteria listed herein. Non-winning entries from one Weekly Entry period will not be considered for subsequent Weekly Entry Periods, if any. Sponsor reserves the right not to award the prizes if, in its sole discretion, it does not receive a sufficient number of eligible and qualified entries.

WINNER NOTIFICATION: Sponsor’s decisions are final and binding on all matters relating to this Contest. Potential winner will be notified by Facebook comment, direct message on Twitter or via comment on a photo on Instagram approximately three (3) business days following the judging procedure and will be asked to respond within one (1) business day and provide their full name, telephone number (including area code), date of birth, date of birth of their child, mail and/or email address. Potential winner will also be required to complete an Affidavit of Eligibility, Liability and Publicity Release (unless prohibited by law) and any other documents required by Sponsor, which must be returned within three (3) business days of initial notification. Return of notification as undeliverable, failure to sign and return requested documentation within the specified time period, the inability of Sponsor to contact potential winner within a reasonable time period or noncompliance with these Official Rules by the potential winner will result in disqualification and, at Sponsor’s sole discretion, an alternate winner may be selected judging criteria above and notified.

GRAND PRIZES (4): An annual supply of milk for winner’s child, awarded in some combination of coupons/vouchers, milk delivered by a local processor/brand and/or gift cards that can be used to redeem up to fifty two (52) gallons of milk per year (i.e., per twelve (12) month period) until the winner’s child’s 18th birthday. Minimum Approximate Retail Value (“ARV”) of each grand prize: $250.00. Maximum ARV of each grand prize: $4,500.00. Actual grand prize value will be contingent upon the age of each winner’s child.

Prize is awarded “as is” with no warranty or guarantee, either express or implied by Sponsor. The total value of a coupon/voucher must be redeemed at one (1) transaction. Any unused balance will not be awarded. Coupons/vouchers must be surrendered at time of redemption. Coupons/vouchers are subject to certain terms and conditions specified by Sponsor. Coupons/vouchers expire on date specified on each coupon/vouchers. Coupons/vouchers may not be used online or in conjunction with any other offer or discount. Valid only in the U.S.A. and are void where prohibited. Gift cards are subject to certain terms and conditions as specified by issuer. Winners may not substitute, assign or transfer prize or redeem prize for cash, but Sponsor reserves the right, at its sole discretion, to substitute a prize (or portion thereof) with one of comparable or greater value. All prize details are at Sponsor’s sole discretion. Prizes will be mailed to winners within four (4) weeks following receipt of completed and verified Affidavit of Eligibility, Liability and Publicity Release. All federal, state and local taxes and all other costs associated with prize acceptance and use not specified herein as being provided are the sole responsibility of the winners.

LICENSE/USE OF ENTRIES: By submitting an entry, and to the extent allowed by law, you grant the Released Parties a perpetual, worldwide, royalty-free, non-exclusive, sub licensable, unconditional and transferable license to edit, modify, cut, rearrange, add to, delete from, reproduce, encode, store, modify, copy, transmit, publish, post, broadcast, display, adapt, exhibit and/or otherwise use or reuse your entry, name, photo, caption, post, tweet and biographical material including, but not limited to, all materials submitted in connection with the Contest in any and all media, throughout the world, and in any manner, for trade, advertising, promotional, commercial, or any other purposes without further review, notice, approval, consideration, or compensation to entrant or any third party.

GENERAL CONDITIONS:  By participating, each entrant agrees: (a) to abide by these Official Rules and decisions of Sponsor and judges, which shall be final and binding in all respects relating to this Contest; (b) to release, discharge and hold harmless Sponsor, Weber Shandwick, the United States Olympic Committee, Facebook, Twitter, Instagram, their parent companies, affiliates, subsidiaries, and advertising and promotion agencies, and the respective officers, directors, shareholders, employees, agents and representatives of the forgoing (collectively, “Released Parties”) from any and all injuries, liability, losses and damages of any kind to persons, including death, or property resulting, in whole or in part, directly or indirectly, from entrant’s participation in the Contest or any Contest related activity or the acceptance, possession, use or misuse of any awarded prize; and (c) to the use of his/her name, voice, performance, photo, social media account ID, prize information, image and/or likeness for programming, advertising, publicity, trade and promotional purposes in any and all media, now or hereafter known, worldwide and on the Internet, and in perpetuity by Sponsor and its designees, without compensation (unless prohibited by law) or additional consents from entrant or any third party and without prior notice, approval or inspection, and to execute specific consent to such use if asked to do so. By participating, participant also agrees not to release any publicity or other materials on their own or through someone else regarding their participation in the Contest without the prior consent of the Sponsor, which either may withhold in its sole discretion.

MISCELLANEOUS: Released Parties are not responsible for lost, late, incomplete, damaged, inaccurate, stolen, delayed, misdirected, undelivered, or garbled entries, captions, posts, photos or tweets; or for lost, interrupted or unavailable network, server, Internet Service Provider (ISP), website, or other connections, availability or accessibility or miscommunications or failed computer, satellite, telephone or cable transmissions, lines, or technical failure or jumbled, scrambled, delayed, or misdirected transmissions or computer hardware or software malfunctions, failures or difficulties, or other errors or difficulties of any kind whether human, mechanical, electronic, computer, network, typographical, printing or otherwise relating to or in connection with the Contest, including, without limitation, errors or difficulties which may occur in connection with the administration of the Contest, the processing of entries, captions, posts, photos, tweets, the announcement of the winner, or in any other Contest-related materials. Released Parties are also not responsible for any incorrect or inaccurate information, whether caused by site users, tampering, hacking, or by any equipment or programming associated with or utilized in the Contest. Released Parties are not responsible for injury or damage to any person's computer related to or resulting from participating in this Contest or downloading materials from or use of the website. Persons who tamper with or abuse any aspect of the Contest or website, who act in an unsportsmanlike or disruptive manner or who are in violation of these Official Rules, as solely determined by Sponsor, will be disqualified and all associated entries/photos will be void. Should any portion of the Contest be, in Sponsor’s sole opinion, compromised by virus, worms, bugs, non-authorized human intervention or other causes which, in the sole opinion of the Sponsor, corrupt or impair the administration, security, fairness or proper play, or submission of entries, Sponsor reserves the right at its sole discretion to suspend, modify or terminate the Contest and, if terminated, at its discretion, select the potential winners in using the judging criteria above from all eligible, non-suspect entries received prior to action taken. In the event of a dispute regarding entries received from multiple users having the same email account, the authorized subscriber of the email account at the time of entry will be deemed to be the entrant and must comply with these Official Rules. Authorized account subscriber is the natural person who is assigned to the applicable account by the applicable email service provider. CAUTION: ANY ATTEMPT TO DELIBERATELY DAMAGE THE WEBSITE OR UNDERMINE THE LEGITIMATE OPERATION OF THE CONTEST MAY BE IN VIOLATION OF CRIMINAL AND CIVIL LAWS AND SHOULD SUCH AN ATTEMPT BE MADE, SPONSOR RESERVES THE RIGHT TO SEEK ANY AND ALL REMEDIES AVAILABLE FROM ANY SUCH INDIVIDUAL TO THE FULLEST EXTENT OF THE LAW, INCLUDING CRIMINAL PROSECUTION.

ARBITRATION: Except where prohibited by law, as a condition of participating in this Contest, participant agrees that (1) any and all disputes and causes of action arising out of or connected with this Contest, or any prize awarded, shall be resolved individually, without resort to any form of class action, and exclusively by final and binding arbitration under the rules of the American Arbitration Association and held at the AAA regional office nearest the participant; (2) the Federal Arbitration Act shall govern the interpretation, enforcement and all proceedings at such arbitration; and (3) judgment upon such arbitration award may be entered in any court having jurisdiction. Under no circumstances will participant be permitted to obtain awards for, and participant hereby waives all rights to claim, punitive, incidental or consequential damages, or any other damages, including attorneys' fees, other than participant's actual out-of-pocket expenses (i.e., costs associated with participating in this Contest), and participant further waives all rights to have damages multiplied or increased.

CHOICE OF LAW: All issues and questions concerning the construction, validity, interpretation and enforceability of these Official Rules, or the rights and obligations of participant and Sponsor in connection with the Contest, shall be governed by, and construed in accordance with, the substantive laws of the District of Columbia, USA.

WINNER’S LIST: For the names of the winners, available after June 15, 2016, send a self-addressed stamped envelope by July 15, 2016 to: Milk Life “Built, Not Born” Contest, Weber Shandwick, 875 N Michigan Avenue, Suite 2400, Chicago, IL 60611.

Sponsor: National Fluid Milk Processor Promotion Board, 1250 H St NW, Suite 950, Washington, DC 20005.