WASHINGTON—The Council for Responsible Nutrition (CRN), which developed the consumer public relations campaign “Life…supplemented”, announced the program received Gold recognition in the 2007-2008 Mercury Awards competition in the category of Web Sites: Health Awareness. The Mercury Awards are organized by MERCOMM Inc. and honor achievements in public relations and corporate communications. The Life…supplemented Web site was the only one recognized in its category and received a perfect score in the area of “overall success.”
“We are pleased to receive this honor and are extremely encouraged that the ‘Life…supplemented’ consumer wellness campaign is gaining traction within the industry and the general public,” said Judy Blatman, senior vice president, communications, CRN, who supervises the campaign. “Continuing to educate consumers about the role supplements play in overall well-being is an extremely important task for our industry. We believe the Web site and overall campaign provide an excellent resource for consumers, and we’re very proud to have been recognized with this award.”
There were more than 970 entries in more than 290 categories and classifications from 23 countries in this year’s competition; Gold, Silver, Bronze and Honors awards were presented to the top 30 percent of the entrants based on averaged scores. Last year, the Web site for the American Heart Association’s “Go Red For Women” program was the Gold award winner in the Web Sites: Health Awareness category.
The “Life…supplemented” campaign was created and executed by the Interactive Practice at CRT/tanaka, a PR and marketing firm, based in Richmond, Va. The “Life…supplemented” campaign is funded by 24 companies in the dietary supplement industry, and is managed by CRN and the “Life…supplemented” steering committee comprised of representatives from BASF, Bayer, DSM, NBTY and Pharmavite.
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