Fundraising Effort Has Raised $900,000 in First Two Weeks
Sarasota, Florida - February 20, 2007- NBTY, a leader in the dietary supplement industry, announced a substantial donation to the DSEA ‘Just Like Me’ paid media campaign.
NBTY has contributed $200,000 to the campaign, which is aimed at reinforcing consumer confidence in dietary supplements. The initiative is slated to launch in three test markets: Orlando, Phoenix and Tampa. The campaign will include a specific call to action sending consumers directly to stores as well as to the "Just Like Me" website for more information.
The NBTY donation will help bring the campaign to a total of $900,000 on the way to the $1.5 million needed to launch the test campaign. The full national rollout will be a $20 million effort.
“NBTY has once again shown its commitment to supporting the industry,” said Jon Benninger, president of DSEA. “This should serve as a model for all other companies as we build this program together.”
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 the planned campaign.
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.