USA: Organic Institute Launches 'Organic. It's Worth It.'
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The Organic Agriculture and Products Education Institute (Organic Institute) has launched "Organic. It's worth it.", the non-profit organization's first national consumer education and marketing campaign. "The mission of this campaign is to answer consumer questions about organic with the clear message that organic is worth it in every way from health care and economics to farming and the environment. It will increase consumer trust, knowledge and purchase of organic products," said Christine Bushway, president of the Organic Institute and executive director of the Organic Trade Association (OTA), the sponsor of the campaign.
Designed to be of service to families with young children at home, the campaign especially seeks to reach new mothers, the primary gateways to organic, according to OTA Marketing Director Laura Batcha, who developed the campaign with Haberman, the Minneapolis brand public relations firm, on behalf of the Organic Institute. "Organic. It's worth it." is a web-based campaign that uses banner ads with the look and feel of to-do lists as its primary educational tool. Each banner ad informs about how organics empower consumers to "check-off" tasks from their practical to-do lists while meeting goals on their aspirational wish lists. The campaign accommodates a variety of topics of concern to families who might be open to choosing organic. Among these are organic's connections to healthy kids, nutritious meals, food people trust, clean water and a healthy future. A separate banner ad takes up each of these issues.
All of the banner ads lead to a micro-site that enhances the mood of the banner ads by speaking to consumers about organic agriculture and products in a friendly but non-preachy way. The ads started to run in March and will continue until late May on sites such as CafeMom.com, NPR.org, CNN.com, Parents.com and IdealBite.com. A public relations campaign highlighting the benefits, worth and availability of organic products, conducted by Haberman, will accompany the banner ads and micro-site initiative.