Emmis Communications has been growing an internal unit with clients such as the New York City and Los Angeles County Departments of Health, State Farm Insurance and Purina. Now that internal unit becomes a standalone. The focus has been on "public health, the environment, transportation and education", and Emmis says Incite "will deliver social impact for clients" in those areas, creating high-impact social marketing programs. Emmis President/CEO Jeff Smulyan says "Cause and social marketing expenditures have exploded across the country, growing from $816 million in 2002 to a projected $1.7 billion in 2011." Smulyan says "We've developed a phenomenal team focused on this important category and I'm excited about Incite's potential to take the programs we design for current and future clients to the next level." Incite founder Sarah Harris says "Today we mark a new chapter: a new identity to match our growing business using relevant marketing to motivate positive change in our communities. We engage people, inspire believe, and incite action."