Poster Milk propaganda no. 63, A3, 420x297 mm

The Swedish association Mjölkpropagandan was formed in 1923 under the name Svenska mjölkintressenters upplýsingsförening with the aim of getting Swedes to drink more milk and less of other beverages. In 1930 it changed its name to Mjölkpropagandan. The association published the magazine Mjölkpropagandan between 1924 and 1964 (after which it changed its name to Vår Näring) and a number of brochures and books aimed at both dairy farmers and consumers. "Milk days" and "milk lessons" were organised in Swedish schools, often in combination with various prize competitions. The association was mainly financed by fees from farmers and dairies, but the Swedish parliament and the country's housekeeping society also contributed with grants. All posters from Mjölkpropagandan are numbered.