DSEA claims this is the first paid advertising campaign supported by a coalition of dietary supplement industry members. The group's board members include the American Herbal Products Association, Capsugel, NBTY, the Natural Products Association, Natrol and the Vitamin Shoppe. The alliance is launching the 'Just Like Me' publicity campaign across radio, print and point-of-purchase mediums with the aim of disseminating another image to counter any sensational headlines that make it into the mainstream media. The dietary supplement industry has run into trouble with its image because of the frequency with which less than savory sides of the industry are uncovered publicly, to the detriment of those companies that do manufacture and market responsibly. As well, scientific studies denouncing the effectiveness of dietary supplementation have received significant mainstream media coverage. DSEA says it wants to show consumers that is it not only beneficial, safe and healthy to take supplements, but that a large number of Americans already do so. In a similar vein, the Council for Responsible (CRN) nutrition also recently launched an advertising campaign - though the aim of that campaign was more to urge industry to self-regulate itself effectively. DSEA's television commercials feature people from various walks of life and the positive effects that supplements have in their lives. "It represents the people who are actually taking supplements," campaign director Elliott Balbert told NutraIngredients-USA. The campaign features one commercial in two different versions - a 30-second spot and a 60-second spot. These will be piloted at natural health food stores in three locations in the US in October and November. According to DSEA, several major mass-market retailers are participating by providing their point of sale data. After this, DSEA will assess the effectiveness of the commercials and present their findings to the dietary supplement industry itself in order to solicit more financial support. "We will go back to industry and look for additional funding to take it nationally," said Balbert. According to Balbert, a national television ad would require $20mn in funding from industry. DSEA is a coalition of industry leaders whose mission is to educate consumers, media and policymakers on the benefits of dietary supplements for optimizing health and prevention of disease, with a focus on their safety, efficacy and regulation. Its donors include nutritional and dietary supplement suppliers, manufacturers, retailers and publishers.