New Organics Campaign Aimed At Young Families
A new U.S. organics education and marketing campaign is aimed at families with young children. The Organic Agriculture and Products Education Institute (Organic Institute) has launched ‘Organic. It’s worth it’, its first national consumer 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,” says Christine Bushway, president of the Organic Institute and executive director of the Organic Trade Association (OTA), the campaign sponsor.
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The campaign will cover topics of concern to families including organic’s connections to healthy kids, nutritious meals, food people trust, clean water and a healthy future.
Campaign banner ads will lead to a micro-site that gives consumers information about organic agriculture and products. The ads will run March 5 through late May on sites such as CafeMom.com, NPR.org, CNN.com, Parents.com and IdealBite.com.
Organizers say the campaign is designed for families with young children at home especially new mothers, “the primary gateways to organic.”
Says Laura Batcha, OTA spokesperson:
“Helping mothers make the connection between the personal health of their families and the health of the environment is key to this education and marketing initiative. It gives them the rationale they need to make the organic purchase…By buying organic food, for example, consumers can check off grocery shopping from their personal to-do lists and meet some of their wish list’s goals, too, like helping to keep their kids healthy and supporting the environment. It’s an empowering educational process.”
In North America, The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products. It has 1,700 members including growers, shippers, processors, certifiers, farmers’ associations, distributors, importers, exporters, consultants and retailers.
For more info, check out The Organic Institute online.
Image courtesy of www.freephoto1.com
The link is plopping me on a GoDaddy ‘holder’ page?
Weird.
That said, I’m doing a similar story on the Organic-Center.org which has launched a ‘Mission Organic 2010′ campaign http://tinyurl.com/7caphp
as they have a handy little pocket guide I’ve tucked away to tell me which veggies and produce should absolutely be organic vs. ones that you can skate on a bit more (e.g. fewer pesticides as a rule, etc.)
Anyway, ping me when you have a link (amy at shaping youth dot org) and I’ll update my post back here once it’s fixed? Thanks, Sonya!