New York, April 14, 2011
Common Cents Works With Definition 6 to Launch Penny Harvest Campaign in New York
Includes Times Square
billboard to launch awareness addressing school dropout rates and
the global relief fund for Japan
NEW YORK, APRIL 14, 2011 - Common
Cents, an educational organization specializing in hands-on
learning announced today that it has launched a Times Square
billboard to decry the school drop-out rate and link the fight to
save our schools with its Penny Harvest program. The entire design
work for the ad was created pro-bono by Definition
6, a unified marketing agency.
The billboard also promotes the organization's "Penny
Harvest Run for a Change!" The 5K run/walk/rally is
specifically focused on increasing donations so that the Penny
Harvest can continue to serve up to 1,000 inner-city public schools
next year. The run will take place on Saturday April
30th in NYC, with five percent of all proceeds going to
a special Penny Harvest Fund for Japan. After the run, student
leaders will take full discretionary power to make grants to help
in the recovery effort.
This high-profile ad placement epitomizes the organization's
bold approach that links its world renown youth empowerment program
to the national debate on education reform.
"The Penny Harvest proves all children can succeed in school,
yet the dropout crisis continues. We felt a Times Square ad was the
best way to mobilize public awareness that Common Cents is part of
the solution to the dropout epidemic," says Teddy Gross, Executive
Director, Common Cents. "Definition 6 was extraordinary in
delivering their creative vision with very short notice. We are so
grateful for their generosity, and to Amy Friedman, founder of
Redhead Consulting, for the introduction."
"Working with Common Cents has been a truly rewarding
experience. Our strategy behind this project was to raise awareness
of the school dropout rate in an uplifting way, promoting the Penny
Harvest's call to action - empowering youth through service," says
Jim Read, Creative Director, Definition 6. "We wanted the spot to
be driven by typography and to have a simple yet emotionally
compelling narrative that would encapsulate the importance of
education, infuse the participation of NYC schools in the Penny
Harvest donation efforts, and ultimately, offer a solution to help
to change to this alarming statistic."
The Times Square billboard ad launched on March 12th
and it will run through April 30, 2011.
About Common Cents and the Penny Harvest
Common Cents creates
innovative school-based programs that foster student engagement
through service-learning. For the past 20 years Penny Harvest
students have collected over $8.5 million in pennies, volunteered
over 29 million service hours, and awarded over 16,000 community
grants to help New York City neighborhoods and organizations. The
Penny Harvest currently reaches over 1,000 schools nationwide in
New York, Florida, Ohio, Colorado and Washington. To learn more
about how you can be involved and support Common Cents, creators of
the Penny Harvest, please visit www.commoncents.org
and stay connect with
updates on our blog.
About Definition 6
Definition 6 is a Unified Marketing
Agency that creates brand experiences that unite brands and
people in motion. Through imagination, innovation and insight, we
execute ideas that deliver continued value across all brand
interactions. Since 1997, Definition 6 has been helping clients
redefine brand experiences by unifying the disciplines of marketing
and technology. With offices in Atlanta and New York, Definition 6
supports a fast-growing client base that includes The Coca-Cola
Company, HBO, La Quinta Inns & Suites, VeriFone, Cox
Enterprises, Nickelodeon, Mitsubishi and Cinnabon. For more
information on Definition 6's Unified Marketing Services, or to
learn more about the agency's award-winning work, please visit www.definition6.com