awards

Challenge

Specifically, DSM needed the messages to reach and resonate with health-oriented moms. It was also important that the campaign underscore the important role quality nutritional supplements serve in order to manage misperceptions about the value/safety of supplements.

Solution

To capture the attention of health-oriented moms, DSM turned to Linhart PR to develop a multifaceted awareness campaign, Moms FOReSIGHT: A Clear View of Nutrition for Eye Health. To add credibility to the story, Linhart PR partnered with two nutrition and eye health experts – Elizabeth Somer, RD, and author, and Dr. Kimberly Reed, optometrist and Ocular Nutrition Society board member. The national media strategy reached influencers and educated moms about the connection between certain nutrients and healthy eyes/vision. The campaign included a national media event in Manhattan, where attendees tested the level of lutein in their own eyes, a broadcast media tour, and a nationally syndicated news article. The program helped build demand during a key time – back-to-school – when moms seek practical nutrition advice for their families.

Results

The campaign reached 172 million consumers and influencers, which more than tripled program goals. Highlights include securing event attendance of 12 national media organizations from The New York Times and Family Circle and having two national feature stories run within one week of the media event. Both feature stories noted the lack of awareness for lutein and zeaxanthin. Nearly 350 TV and radio interviews aired nationwide. The event and media tour led to a significant spike in traffic on vitaminsinmotion.com, a DSM-sponsored website. Traffic on the site hit a 60-day high immediately following the media interest and coverage.

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