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

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Definition 6

Apr 14, 2011, 01:49 ET

NEW YORK, April 14, 2011 /PRNewswire/ -- 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.

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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.

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Penny Harvest Run for a Change!

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