BOSTON—Outside The Classroom, a leading provider of online health education programs, has named former Porter Novelli chief executive David Copithorne to the newly created position of chief marketing officer. He will be responsible for guiding the company’s entry into new markets, driving the growth of its current products and customer base, and managing its corporate and financial communications.
AlcoholEdu, Outside The Classroom’s flagship product, is an online course that students take in the privacy of their dorm rooms. It presents valuable, non-opinionated information about the medical and social affects of drinking, and empowers students to make more informed decisions.
“Dave Copithorne is truly the preeminent expert in his field, and we are pleased to have him join the Outside The Classroom team,” says Brandon Busteed, CEO of Outside The Classroom. “His deep knowledge of social marketing and his entrepreneurial skills will play a key role in the company’s continued expansion and growth as the premier provider of online prevention.”
Among other things, Porter Novelli is known for its groundbreaking anti-tobacco social marketing programs that led to significant reductions in teen smoking rates.
“Outside The Classroom’s online prevention program is addressing the culture of binge drinking and alcohol abuse among college and high-school students, a national problem of crisis proportions,” says Copithorne. “The company is pioneering an entirely new and enormous market for web-based interactive health management services that have the potential to do more to prevent the destructive behaviors of young people and other groups in society than anything that has come before.”
In the 1980s, Copithorne co-founded technology public relations firm Copithorne & Bellows Public Relations, which twice made the Inc. 100 list of America’s fastest growing privately held companies. In 1995 he sold C&B to Omnicom and subsequently merged it with Porter Novelli.