CRN's 'Lifesupplemented' campaign launches fifth year

CRN's 'Lifesupplemented' campaign launches fifth year

"Life…supplemented" launches into year five with a new PR agency and a fresh digital focus.

The Council for Responsible Nutrition (CRN) Foundation announced 26 companies in the dietary supplement industry have pledged support in continuation of the popular consumer wellness program “Life…supplemented” for the fifth consecutive year. This multi-million dollar education campaign is an initiative managed by the CRN Foundation, a 501(c)(3) educational affiliate of CRN. The program, which encourages consumers to practice the three pillars of health—healthy diet + dietary supplements + regular exercise—has consistently maintained industry support year after year, proving that companies within the supplement industry are committed to a proactive, responsible campaign that educates consumers about the importance of overall wellness—and how supplements play a role.

“We commend our funders for their dedication to this essential industry-wide program. Many of these companies, including our Steering Committee have been with us since the campaign’s inception. Maintaining a program of this caliber would not have been possible without their continued financial support and leadership,” said Judy Blatman, senior vice president, communications, CRN, who oversees the campaign. “Our industry needs a program like this—a forward-thinking communications platform that educates consumers about dietary supplements as one component of healthy living. That we are moving into the program’s fifth year is a testament to the success of this effort and to our funders, who recognize the need to define our industry and our industry’s products. We look forward to more successes as a result of their ongoing support.”

With four successful years and a myriad of accolades, the campaign begins its fifth year with a new public relations partner, the global communications agency Ruder Finn. With expertise in health and wellness, technology and consumer outreach, Ruder Finn has developed a program that 1) builds upon the campaign’s existing foundation and previous successes, and 2) evolves the program by moving it into novel areas with an in-depth, multi-faceted digital program, a celebrity tie-in, and supporting media outreach strategies.

Delving deeper into the digital arena, the campaign’s fifth year includes new tactics that will both engage and educate consumers—taking the three pillars of health to new and inventive places. Consumers can expect strengthened social media communities, an enhanced resource center, and innovative wellness tools. The program will also include a Bloggers Bureau, a charitable contribution to a noteworthy organization, and an online advertising component. By moving with the digital times—yet still remaining true to the campaign’s core highlighting supplements as part of an overall healthy lifestyle—program collaborators hope to reach consumers on a more personalized level. The program will begin its rollout in April.


“We are excited to be working with ‘Life…supplemented’ and the CRN Foundation to transform consumer awareness of supplements into action through both traditional PR and cutting-edge social media," said Heather Gartman, executive vice president, healthcare, Ruder Finn. "By increasing the digital footprint of the ‘Life...supplemented’ campaign, we will bring supplement education to consumers at every corner of their everyday life.”

“We are very pleased to be working with Ruder Finn,” said Ms. Blatman. “The agency has extensive public relations expertise in health and wellness, as well as impressive digital credentials, and we are thrilled to have them as a partner.”  

The fifth year campaign is funded by the following companies within the dietary supplement industry: Steering Committee Members BASF Corporation, Bayer HealthCare, DSM Nutritional Products, NBTY and Pharmavite; and additional funding companies ALBION, Amway North America, Atrium Innovations, Cargill Health & Nutrition, Chemi Nutra, Country Life Vitamins, Enzymotec USA, Indena USA, Kyowa Hakko USA, Lonza, Natural Alternatives International, Natural Factors Nutritional Products, NSF International, Nu Skin Enterprises, Nutramax Laboratories, Rainbow Light Nutritional Systems, Reliv International, Shaklee Corporation, VIRGO, and The Vitamin Shoppe. One additional company made an anonymous donation.

If your company is interested in supporting the campaign, please contact Judy Blatman at [email protected]or at 202-204-7680.

About "Life...supplemented"
"Life...supplemented" is a consumer wellness campaign dedicated to driving awareness about the responsible use of dietary supplements as an integral part of an ongoing, proactive regimen that combines healthy diet, supplements and exercise. The campaign is managed by the Council for Responsible Nutrition, the leading trade association for the dietary supplement industry, under its affiliated 501(c)(3), the CRN Foundation. The dietary supplement category includes products such as vitamins, minerals, botanicals, sports nutrition, weight management and specialty supplements. More than 150 million Americans use these products each year to promote and maintain good health. Find out more about AlphaWELLs, WELLs, WannabeWELLs and OhWELLs by clicking on My Wellness Scorecardat

About Ruder Finn
Ruder Finn, Inc. is a leading independent communications agency with more than 65 years experience. Maintaining offices in New York, London, Paris, Beijing, Hong Kong, Shanghai, Singapore, Guangzhou, New Delhi and Tokyo, the agency employs over 400 of the leading public relations professionals in the world. Ruder Finn is organized around four strategic pillars that reflect its key areas of leadership: Health & Wellness, Corporate & Public Trust, Technology & Innovation and Consumer Connections. Expertise includes corporate reputation management, branding, cultural and social issues, and intent-driven social media through its full-service digital agency, RFI Studios. For more information log onto



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