|By PR Newswire||
|October 31, 2012 01:42 PM EDT||
LOS ANGELES, Oct. 31, 2012 /PRNewswire/ -- Los Angeles' most avant-garde advertising, PR, social marketing, and production executives have come together to form, what they call, a Positive Change Collaborative. This special team of marketers, in collaboration with non-profit group CA Right To Know, is volunteering their time and resources to a cause they're passionate about: Passing Proposition 37, which aims to mandate the labeling of foods containing genetically modified organisms.
The Positive Change Collaborative is made up of leading executives from dw+h, We Are Human, YTM, Kindling, Saeger Media Group, Partos Films, Yessian Music, Stopp LA, Music Orange, Eleven Sound, Chemical Effects, Ring of Fire, POP Sound, Man Vs. Tank Productions, RNK Productions, Slim Pictures, Donald Tursman, Carolyn Durkalski, Brand New School and Fourth Wall Post. In just two weeks this group of marketers created a series of PSAs designed to educate California voters on the benefits of GMO labeling.
"Monsanto, Dupont, ConAgra -- these guys have deep pockets and in the last week we've seen exactly how it's affecting voter support of Prop 37," said Lucas Donat, CEO of dw+h and brainchild behind this agency collaboration. "They're spending tens of millions of dollars in media to keep consumers in the dark about what they're eating. And the unfortunate thing is, it's working. It was important for us to form this Positive Change Collaborative where we could use our skills and resources for the greater good of Californian's and do what we can to help pass Prop 37."
While the vast majority of Americans are in favor of labeling GMO food, corporate agriculture is outspending the Right To Know campaign ten to one and has successfully closed the margin of support for the ballot initiative from 65:20 to 48:20 in under two weeks.
California Right To Know will air the Positive Change Collaborative three documentary-style PSAs combatting false claims and one animated short in the week leading up to the Election.
To view the spots online: http://www.youtube.com/user/Carighttoknow.
For more information on Prop 37, visit http://www.carighttoknow.org/.
POSITIVE CHANGE COLLABORATIVE
The Positive Change Collab is made up of leading executives from eight best in breed Los Angeles-based, purpose-driven agencies. The agencies include dw+h creative agency, Saeger Media Group, We Are Human, YTM, Kindling, Partos Films, Yessian Music, Stopp LA, Music Orange, Eleven Sound, Chemical Effects, Ring of Fire, POP Sound, Man Vs. Tank Productions, RNK Productions, Slim Pictures, Donald Tursman, Carolyn Durkalski, Brand New School and Fourth Wall Post. As a collective, the agencies all share one philosophy: Positive Change. Through advertising, marketing, public relations, production, and media efforts, these agencies work with top brands that create a better world.
Saeger Media Group
Tory@saegermediagroup.com / 310-935-3886
SOURCE Positive Change Collaborative