Campaign details

Brand: STONYFIELD ORGANIC
Agency: 360PR

The Challenge

Marking its 35th anniversary, Stonyfield Organic yogurt undertook a bold new commitment to combat the use of pesticides in children's outdoor playing fields and community spaces, identifying 35 parks and fields across the country that currently used chemical treatment and announcing it would begin to convert them to organic maintenance.

Over 26 million kids play on public parks and fields, most of which are managed using a chemical cocktail of herbicides, insecticides and fungicides. Many of the commonly used chemicals are proven to interfere with the development of children's' immune, reproductive and metabolic systems.

While Stonyfield is best known as a passionate changemaker in the organic food movement, this community effort was designed to go far beyond the brand's products. Stonyfield needed a bold - yet efficient - PR spark to launch this multi-year effort.