Judy Blatman, senior vice president of communications with the Council for Responsible Nutrition (CRN, Washington, DC), offered some insight on the organization’s “Life…supplemented” campaign—its origins and the strides its made improving the reputation of the dietary supplement industry.
VR: When did CRN first introduce its “Life…supplemented” campaign? What was the reasoning for creating the plan?
Blatman: The “Life…supplemented” consumer education program began in May 2007 and was publicly launched in September of that year. It was always intended to be a multi-year, multi-million dollar campaign and we are pleased to say that over the course of three years, we have managed to raise $3 million toward this educational program.
For a long time, CRN and our members were concerned that the dietary supplement industry and its products were not being given a fair shake in the media. The defining moment came in 2006 following a flurry of negative articles in high profile media outlets, and led to supplement industry leaders determining the need for a public relations program that would more closely define the responsible industry as we knew it. After interviewing more than a dozen public relations agency, a group of CRN member companies (most of whom in turn ended up funding the program), selected CRT/tanaka because of their positioning for the program. Rather than focus on the “study du jour,” the “Life…supplemented” program is a proactive program that speaks to consumers about the need for an overall healthy lifestyle, which includes the three pillars of health—healthy diet + supplements + exercise.
VR: How has the program been received and what is the difference it has made to the dietary supplement industry?
Blatman: This is a program that continues to build in reputation—with the media, on the Hill and with consumers in general. This year we’ve moved more deeply into social media, adding wellness experts on an advisory board, and becoming active on Twitter (@wannaBwell) and on Facebook. The program has been well received by the supplement industry and we have been able to sustain the number of companies funding the program, and continue to budget at $1 million per year—a very impressive figure. As we look to move into year four, we want to bring on additional funders to help this program grow.
VR: When did CRN first introduce My Wellness Scorecard? How has it been received at this point?
Blatman: My Wellness Scorecard was launched along with the start of the campaign in 2007 and it has been one of the major draws of the website and program since the beginning. Consumers are always looking for fast, free and easy ways to assess their health and wellness, as well as get tips on how they can improve, and My Wellness Scorecard does exactly this. So far, more than 30,000 consumers have taken My Wellness Scorecard. This year, we’ve added an extra bonus to encourage people to take My Wellness Scorecard—a series of promotions, beginning with a $15,000 sweepstakes prize, to incentivize people to focus on their health. Find out now if you’re an AlphaWELL or an OhWELL—or somewhere in between—by taking My Wellness Scorecard at www.lifesupplemented.org
VR: Once a consumer takes the survey, how are they advised beyond that point?
Blatman: My Wellness Scorecard asks visitors a series of questions about their overall health—such as weight and BMI, as well as their diet, exercise and supplement use, and gives them instant results on the areas where they are doing well and the areas where they may need some improvement. It also gives visitors actionable tips for how to improve in these individual areas. We encourage individuals to print out My Wellness Scorecard and take it to their doctor, nurse practitioner, registered dietitian or other health care professional and speak with them to further create an individualized wellness regimen.
