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DSEA to Develop Media Campaign

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By: Sean Moloughney

Editor, Nutraceuticals World

DSEA to Develop Media Campaign
The Dietary Supplement Education Alliance (DSEA), Sarasota, FL, conducted its second fund raising dinner for 2006 during the SupplySide West trade show where it was announced that the non-profit would be developing a paid media advertising campaign to help re-brand the dietary supplement sector’s image in the eyes of the public. Leiner Health Products agreed to pledge up to $1 million in matching funds to launch a paid media campaign.
Following these developments, DSEA will allocate funding to prepare the message to take to industry to sell the campaign. DSEA reported that it is coordinating the campaign with other significant industry trade groups in order to streamline industry efforts to bring the same messages to consumers and policymakers. DSEA expects to be ready by year’s end to present the campaign to the industry and begin to obtain the additional funding required to roll it out in the first quarter of 2007.

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