Companies within the supplement industry pledged recently commitments to continue the popular consumer wellness campaign, “Life…supplemented,” by contributing nearly a million dollars to secure a fourth year for the industry initiative. The multi-million dollar campaign, managed by the Council for Responsible Nutrition (CRN) under its 501(c)(3) educational foundation, the CRN Foundation, encourages consumers to responsibly use dietary supplements as one of the three pillars of health, including a healthy diet and regular exercise.
“We are encouraged that year after year supplement companies continue to see the value of supporting a pro-active, industry-wide consumer wellness initiative such as ‘Life…supplemented,’” said Judy Blatman, senior vice president, communications, CRN. “The dedication that these funding companies have to educating consumers about responsible use of dietary supplements demonstrates their commitment to the people who take these products every day. We applaud our funders, and particularly our Steering Committee, for giving us the ability to continue this program for a fourth year.”
Originally anticipated to be a three-year campaign, the program now includes 33 funding companies (49 total companies have funded over the past four years), including its five original Steering Committee members—BASF Corporation, Bayer HealthCare, DSM Nutritional Products, NBTY and Pharmavite.
This year’s program will focus on disseminating results from the previous three years’ research on healthcare professionals. The “Life…supplemented” Healthcare Professionals (HCP) Impact Study, which explores healthcare professionals’ usage of and recommendations for dietary supplements, was conducted in 2007 (among U.S. physicians, nurses, and OB/GYNs), 2008 (among U.S. cardiologists,
dermatologists and orthopaedists) and in 2009 (among U.S. registered dietitians, nurse practitioners and pharmacists).
Information from the HCP studies will be circulated through various means, including via spokespeople (to be announced at a later day) and a heighted social media presence. “Life…supplemented” will again this year on-board influential wellness bloggers as part of a Social Media Advisory Board—which serves to guide the campaign’s social media initiative and motivate Americans to make the three pillars of health part of their daily wellness regimen. The board will likely comprise members from last year, as well as newly joined bloggers.
The Year Four program will also include a strong charitable component. “Life …supplemented” plans to continue working closely with Vitamin Angels—an organization dedicated to bringing essential nutrition to children around the world through vitamins. Consumer participation in on-line conversations will drive donation amounts—each donation opportunity will be publicized throughout on-line wellness communities.
The program has gained the attention of not only consumers and the supplement industry but also the public relations industry. Recently “Life…supplemented” was honored with a 2010 Silver Anvil Award in the category: Reputation/Brand Management (Associations). The Public Relations Society of America (PRSA) sponsors the Silver Anvil Awards annually to recognize organizations that do exemplary work in the field of public relations—the Silver Anvil is considered the highest recognition within the public relations industry.
“Life…supplemented” was also honored with several other awards, including a “Big Apple Award” from the PRSA New York Chapter in the category of Reputation & Brand Management among government, associations and non-profit organizations.
Additionally, the campaign received one of two “Best-in-Show” Capital Awards at the PRSA Richmond (Virginia) Chapter, specifically for its HCP Impact Study. “Life…supplemented” was also awarded an honorable mention in the issue-specific website category of the American Society of Association
Executives’ 2009 Gold Circle Awards and a 2007-2008 Mercury Award win for “Website: Health Awareness.”
Stated Ms. Blatman, “The award recognition and strong results the program has generated reinforces the traction this campaign has made over the last three years. To date, we’ve reached millions of consumers in over 4,000 print, on-line and television stories. In addition, website traffic to lifesupplemented.org increased over 30 percent in the last year, and more consumers took our popular on-line tool—My Wellness Scorecard—in Year 3 than in Years One and Two of the campaign combined. We look forward to the successes that Year 4 will bring as the momentum keeps building.”
The “Life…supplemented” campaign was created and executed by CRT/tanaka, an award-winning public relations and marketing firm, with headquarters in New York and Richmond, Va. and offices in Los Angeles, Washington, D.C. and Norfolk, Va. The campaign is currently funded by the following companies within the dietary supplement industry: BASF Corporation; Bayer HealthCare; DSM Nutritional Products; NBTY; Pharmavite; Alacer Corp.; Amway Global; Amway/Nutrilite; Cargill Health and Food Technologies; Chemi Nutra; Country Life Vitamins; Douglas Laboratories (Atrium); Garden of Life (Atrium); Kyowa Hakko U.S.A.; Indena USA; Innophos; NSF International; Natural Alternatives International; Natural Factors Nutritional Products; New Hope Natural Media; Nu Skin Enterprises; Nutramax Laboratories; Nutri-Health (Atrium); Perrigo Company; Pure Encapsulations (Atrium); Rainbow Light; Reliv International; Schiff Nutrition; Shaklee Corporation; SourceOne Global Partners; Virgo Publishing; and Vitamin Shoppe. An additional company made an anonymous donation.
About "Life…supplemented" - "Life… supplemented" is a consumer wellness campaign 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 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 Scorecard at www.lifesupplemented.org.