DSEA Provides First Look at New ‘Just Like Me’ Television Commercial

Preview Will Be Aired at Industry Meetings Nationwide

Sarasota, Florida – July 12, 2007- The Dietary Supplement Education Alliance (DSEA) next week will be previewing the newly completed ‘Just Like Me’ television commercial at industry meetings across the country. Attendees at the Newport Summit, the Natural Products Association’s Natural MarketPlace, and the Efficient Consumer Response Management (ECRM) conference will be the first to see the premiere television commercial of the ‘Just Like Me’ campaign.

The new commercial was directed by Charles Abehsera with Back Home Pictures. Abehsera is well-known in the dietary supplement industry as the producer of the famed Mel Gibson/Whoopi Goldberg commercial that spurred the grass-roots effort supporting passage of DSHEA. Both 30 second and 60 second spots have been produced.

“This is a key moment,” said Jon Benninger, president of DSEA. “For the first time, we’ve put together a group of industry leaders and created a television spot that can be used to broadcast our perspective on the benefits of taking supplements.”

The ‘Just Like Me’ commercial will air in October and November in three test markets as part of the launch of the overall campaign. It will also be available for use by retailers and manufacturers nationwide supporting the JLM campaign.

The ‘Just Like Me’ program has gained significant support from the industry with funding from a wide variety of organizations including suppliers, manufacturers, retailers, publishers and others. It is the first paid advertising campaign backed by a coalition of industry supporters.

About DSEA:

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].

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