Alex Bogusky worked as creative advisor on this campaign for Organic Voices, a non-profit organization supported by brands including Annie's, Nature's Path, Organic Valley and Stonyfield. It aims to help consumers understand the difference between products labeled organic and those that are labeled as "natural", by exposing some of the marketing that companies use to confuse consumers. The message is conveyed in a series of videos created by Humanuat, purporting to be from the "False Advertising Industry" and fronted by a slick adman in a suit who reveals some of the tactics used by the food industry. The videos are hosted on Only Organic's website and will be supported by social media.