The Council for Responsible Nutrition (CRN) tapped CooperKatz for help in publicizing the findings of “The Benefits of Nutritional Supplements” – a comprehensive scientific report published by CRN documenting the health benefits of nutritional supplements like multivitamins.

To make the report’s findings as relevant as possible to different consumer demographics, CooperKatz developed a series of targeted press releases highlighting the scientific findings and recommendations for several target audiences:  the elderly; baby boomers; the “sandwich generation ” (i.e. those caring for older parents and small children at the same time); and women. 

The agency also developed a brief, fun quiz to allow consumers to test their own supplement knowledge – as well as special graphics to help drive home the point that taking nutritional supplements like multivitamins is a critical investment in one’s future health.

Coverage secured by the campaign includes live appearances by Dr. Annette Dickinson, Ph.D. (now president and CEO of CRN) on network television stations in Washington , DC, and Chicago, as well as print coverage in numerous health-focused magazines and daily newspapers, such as The Columbus Dispatch, The Deseret News and Better Nutrition.