The campaign, though Tribal DDB, uses rich creative executions in surprising formats and is planned so that the campaign appears on unexpected sites across the internet.
Commonwealth Gold medallist sprinter Graham Beasley will feature in the campaign, appearing in his boxer shorts with the slogan "See the inner man".
Tribal DDB has created five different online executions for the campaign, including a skyscraper format, showing Beasley in boxers, which then fills with milk to reveal his skeleton; a skeleton that walks out of a skyscraper ad and across the website; and a banner that fills up with milk and then empties into a skyscraper in the form of a glass.
Charlotte Blakemore, account manager at Tribal DDB, said: "We are delivering surprising messages in new and interesting ways targeted at educating parents, in particular young women and mothers, about the wider health benefits of milk".
The campaign, jointly funded by the EU and the Milk Development Council, emphasises that milk gives you strong bones, strong teeth, contains no additives and that semi-skimmed milk has less than 2% fat.
Dairy Council chief executive Jill Eisberg said: "We hope that online advertising will complement the ads appearing in the national press and lifestyle magazines. We are trying to break from traditional milk advertising but we still have some serious health messages to get across, as well, to our target market of parents aged 20 to 40."
The campaign springboards from the MSN homepage today and then appears on sites including ITV football, Rivals.net, ITV.com, iVillage, Handbag and Femail. In addition to raising awareness of the key health messages, the campaign will direct consumers to for more information.
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