New York, New York (PressExposure) September 18, 2013 -- International sustainability nonprofit organization the Rainforest Alliance has selected WiT Media to develop the campaign strategy and creative execution for this year's Follow the Frog Week (September 16 -22). The global campaign - which features more than 45 participating companies, including McDonald's, Clif Bar, Reunion Island Coffee, Timothy's and Best Western - encourages consumers to support a healthy planet by looking for the Rainforest Alliance CertifiedTM seal and Rainforest Alliance Verified TM mark when they shop and travel. The campaign also asks businesses to participate by highlighting their support of the Rainforest Alliance and the importance of making sustainable everyday choices.
"Our challenge was to create a campaign that broke through a traditional advocacy model and resonated with a variety of audiences," said Clint White, President of WiT Media and a Crain's New York Top Entrepreneur of 2012. "To accomplish that, we sought to create a modern-day bumper sticker - a campaign that inspires consumers to make a difference in ways that seamlessly allows them to support causes they believe in, which today is through their purchasing power. The Rainforest Alliance is a leader in changing both business practices and consumer behavior; we built on that and made the idea of following feel cool and empowering, and also easy."
To meet the challenge, WiT Media reframed the traditional advocacy approach to directly align with consumer behavior. Taking the view that support for environmental and social issues is woven into many aspects of a consumer's everyday thoughts and actions, the campaign plays out through a series of executions that provide a wide reach yet continue to be quickly and easily adopted. Campaign touchpoints include experiential events, in-store and online promotions, and a celebrity social media activation touching consumers across the globe.
"The Rainforest Alliance's little green frog is recognized by consumers worldwide as a symbol of sustainability and is an assurance that goods come from well-managed farms and forests that protect people, wildlife and the environment," said Tensie Whelan, President of the Rainforest Alliance. "Follow the Frog Week is a prime opportunity for businesses to celebrate sustainability and highlight their commitment to Rainforest Alliance certification. Small actions lead to big changes, and working together with WiT Media to develop this year's Follow the Frog Week campaign helped us bring this message to life," added Whelan.
New this year is a culminating live activation in New York City's Union Square Park. Using the city's famed Greenmarket both as a backdrop and as a springboard for the concept of sustainability, the event is designed to let consumers "star" in the campaign by taking their pictures in a photo booth and sharing them with friends through social media. The event also includes certified product sampling and a panel discussion by some of New York City's top chefs, including Mas Farmhouse's Galen Zamarra, Tocqueville's Marco Moreira, Telepan's Larissa Raphael, and 67 Orange Street and Society Coffee's Karl Franz Williams.
As experts in cultural, social and lifestyle marketing, WiT Media has worked with brands and organizations including the American Museum of Natural History, Brooklyn Botanic Garden, GoGreenRide, GrowNYC, the New York Public Library, SF Bicycle Coalition, Sotheby's Institute of Art, and the John F. Kennedy Center for the Performing Arts to launch and promote social initiatives. To view related case studies and to learn more, please visit http://www.wit-inc.com.