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Veteran marketing exec Chad Boettcher will join Participant Media as exec VP of social action and advocacy.

Jim Berk, CEO, made the announcement Tuesday. Boettcher, who takes the new post on Nov. 28, will be responsible for leading the creation, development and execution of campaigns for all Participant content.

Participant said the hire is aimed at building on the success of its social action initiatives this past year with its campaigns for “Waiting for “Superman” and “Contagion.” Participant said the “Waiting for “Superman” campaign has reached over 30 million people and that over 2 million people have visited Participant’s online Social Action “hub” for “Contagion.”

Boettcher founded the digital co-creation platform Goodzuma and teaches marketing innovation at NYU. He’s previously served as senior VP of social innovation at Weber Shandwick, Global Director of Corporate Responsibility at Nike and Senior Director of Strategic Partnerships and Public Affairs at MTV: Music Television.

Boettcher is also the National Co-Chair of the Gay Lesbian Alliance Against Defamation.