WASHINGTON, D.C.— CRT/tanaka has been retained by the Council for Responsible Nutrition to create and execute a national lifestyle public relations campaign, called “Life… supplemented” to drive awareness about the use of dietary supplements as an integral part of a personal wellness regimen. More than 150 million Americans take dietary supplements every year.
The “Life…supplemented” campaign is a three-year program, beginning in the summer of 2007 with the launch of a microsite dedicated to providing consumers with a unique and fun online tool to help them get started on their personal wellness regimen. It will include a series of proprietary lifestyle research projects. Budget for the first year is just over $1 million.
“After considering more than a dozen public relations agencies, we chose CRT/tanaka because the agency offered a very smart, strategic, creative program that will help the industry define who it is through the people who use the products,” says Judy Blatman, CRN vice president of communications. “CRT/tanaka’s national media relations and branding expertise will help us reach new as well as existing consumers and promote our industry in different ways.”