Twenty-four small Californian towns are being offered money and fame if they are renamed Got Milk?, California. The first town to accept the offer will become Got Milk?, California, as part of a national publicity campaign aimed at combating falling milk sales. The Got Milk? Campaign was launched in 1993 to counter a 21% decline in national per capita milk consumption since the 1970s. It is hoped that Got Milk? California will be the centrepiece for the campaign's 10-year anniversary.