HOLLYWOOD (CBS) — The dairy group that created the “Got Milk?” campaign is back with a new marketing strategy that already is generating plenty of buzz.

Dozens of Los Angeles residents gathered in Hollywood Tuesday to unveil a huge billboard campaign to raise awareness about a new group called “Everything I Do Is Wrong.”

Campaign organizers said Premenstrual Syndrome or PMS is a REAL condition that affects millions of men every month. PMS places undue strain on personal and professional relationships and for several days in each cycle, men are inexplicably unable to do anything right. 

The group’s website has a color-coded ”global PMS level,” a “video apology enhancer” and a “mistake verification system” wrapped around pictures of puzzled men.

Group members explained their goal is to start a conversation about PMS and to give men and women the tools to help cope with the symptoms during that time of the month.

The California Milk Processor Board is encouraging women to drink more milk to fend off the symptoms of premenstrual syndrome.