About “Life…supplemented”: The “Life…supplemented” consumer wellness campaign is dedicated to driving awareness about the mainstream use of dietary supplements as an integral part of a proactive personal wellness regimen that combines healthy diet, supplements and exercise. The Year Two program’s core elements include: a new study of healthcare professionals; three highly-respected physicians serving as consultants; media outreach; and an on-line advertising campaign that drives people to the award-winning website where they can discover whether they are AlphaWELLs or OhWELLs, or somewhere in between. The campaign is managed by the Council for Responsible Nutrition (CRN).
Results to date:
• 247 media stories
• 171 million impressions
• 85% messaging
• 73,233 website visitors
• 10,469 completed My Wellness Scorecards
Budget: The program began in May 2007 with a public launch in September 2007. Nearly $2 million has been raised for the campaign, thanks to contributions from individual companies. The program is currently funded through July 2009 and fundraising efforts for Year Three are now underway.
Quote from CRN President/CEO Steve Mister:
“This significant public relations effort continues to gain traction within the dietary supplement industry, with consumers, the media and other stakeholders. For years, the supplement industry raised concerns about not being accurately portrayed in the media and on Capitol Hill. ‘Life…supplemented’ gives us the opportunity to talk about the 150 million+ Americans, including doctors and nurses, who are taking supplements every year. The program presents a mandate to educate a variety of audiences about the responsible use of supplements—as one of the smart and healthy lifestyle choices consumers should be making. As this is a company-funded program, I commend those companies that are financially supporting this effort, and responding to long-term concerns with a responsible and proactive approach. Both CRN members and non-members are encouraged to join us in this effort.”
Year Two funders: (Note: Steering Committee members are in bold.)
Amway Global, B&D Nutritional Ingredients, BASF Corporation, Bayer HealthCare, Beijing Ginkgo Group, Cargill Health & Food Technologies, Cognis Nutrition & Health, DSM Nutritional Products, Douglas Labs, Embria Health Sciences, GBA Health Communications, GNC, Jamieson Labs, Kemin Health, Kyowa Hakko U.S.A., LycoRed, Natural Alternatives International, NBTY, New Hope Natural Media, Nutraceutical Corporation, Nutramax Laboratories, Perrigo Company, Pharmavite, Reliv International, Schiff Nutrition, Seven Seas Limited, Shaklee Corporation, Vitamin Shoppe, Wyeth.