Matching Program from Leiner Health Products Doubles the Benefit
Sarasota, Florida - February 15, 2007- NOW Foods has stepped forward to support the industry-wide paid advertising campaign organized by the Dietary Supplement Education Alliance (DSEA.) NOW Foods’ pledge of $25,000 has been matched by Leiner Health Products to raise the value of the contribution to $50,000.
‘NOW Foods has continually shown great leadership within the dietary supplement industry,” said Elliott Balbert, past president of DSEA and executive chairman of Natrol (NTOL), “We are grateful for their willingness to step forward so quickly and add support to this critical campaign.” Leiner Health Products pledged the first $250,000 for the $1.5 million campaign rollout in three test markets. They also pledged up to $500,000 in matching funds as additional money is raised, doubling the impact of support from other companies.
The DSEA paid advertising campaign ‘Just Like Me’, planned for this spring, is aimed at building consumer confidence in dietary supplements. DSEA has set up a special web site: www.justlikeme.org for industry participants to view details of the ‘Just Like Me’ campaign and urges all industry members to log on and learn more about this program.
DSEA is a coalition of industry leaders whose mission is to educate consumers, media and policymakers on the benefits of dietary supplements for optimizing health and prevention of disease, with a focus on their safety, efficacy and regulation. Its donors include nutritional and dietary supplement suppliers, manufacturers, retailers and publishers.
Since its inception five years ago, DSEA has generated millions of media impressions increasing public awareness of the benefits of nutritional supplements through its education project, the Dietary Supplement Information Bureau (DSIB). In addition to media outreach, DSEA has produced a Web site, www.supplementinfo.org, which has become a well-known resource for objective information about nutritional supplements accessed on an ongoing basis by media, consumers, health professionals and legislators.
DSEA board members include the American Herbal Products Association, The Canadian Health Food Association, Capsugel, Herbalife (HLF), NBTY, the Natural Products Association, Natrol, Inc.(NTOL), New Hope Natural Media/Penton Media, Virgo Publishing and the Vitamin Shoppe.
For information, contact Deb Knowles by phone 941-349-9044 or e-mail [email protected].