O.T.A. to sponsor organic education campaign
February 27, 2009
by FoodBusinessNews.net Staff
GREENFIELD, MASS. — The Organic Agriculture and Products Education Institute has launched "Organic. It’s worth it," a consumer education and marketing campaign sponsored by the Organic Trade Association (O.T.A.).
"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," said Christine Bushway, president of the Organic Institute and executive director of the O.T.A. "It will increase consumer trust, knowledge and purchase of organic products."
The program is designed for families with young children and seeks to reach new mothers. The campaign is Internet-based and will use banner advertisements with the look and feel of to-do lists as the main educational tool. Each advertisement will inform how organics help consumer’s check-off tasks from their to-do lists while meeting larger goals.
The campaign will launch March 5 and run through late May. During that time, the campaign will have a home page, organicitsworthit.com, where all the advertisements will lead to. The advertisements will appear on sites such as CafeMom.com, NPR.org, CNN.com, Parents.com and IdealBite.com.