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The Organic Institute Launches 'Organic. It's Worth It.'
Date:2/26/2009

Major Education Campaign is Sponsored by the Organic Trade Association

GREENFIELD, Mass., Feb. 26 /PRNewswire/ -- 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.

"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," explained Batcha. "It gives them the rationale they need to make the organic purchase."

"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.

"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 ed
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SOURCE The Organic Institute
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