DSEA event garners more than 80 TV airings

The Dietary Supplement Education Alliance's (DSEA) "Mission Possible" event June 18 returned media placements on television news programs nationwide. "Mission Impossible" television star Peter Lupus, 70, lifted 76,235 lbs. in 26 minutes and 45 seconds, setting a new world record and raising more than $15,000 to provide vitamins to at-risk children. Less than 48 hours after the event, there were 82 confirmed television airings of the event with a total audience of more than 4.8 million viewers. Many of the news stories included an interview with Lupus in which he strongly encouraged people to give their children vitamins to help them grow healthy and strong. The news coverage drove more than 6,000 visitors to the DSEA Web site in the 48 hours following the event, exceeding the traffic the site received the previous month. DSEA is a non-profit industry coalition offering clear, science-based information about the benefits of dietary supplements.

Event sponsors included NOW Foods, Prolab, Pharmore Ingredients Inc., Schiff Move Free and 24 Hour Fitness Magic Johnson Sports Club. "Pharmore Ingredients was interested in giving back to our industry and saw the event as a way to do something positive for children supported by the Vitamin Angel Alliance and our industry," said Gary Jepson, president of Pharmore Ingredients. "In these difficult times, it is critical that consumers hear the good news about supplements. The positive press created by "Mission Possible" and the DSEA helps to make consumers feel good about our industry and its products."

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