C O U N C I L F O R R E S P O N S I B L E N U T R I T I O N 7 CRN ran a six-month ad campaign in industry trade publications (online and print) with several creative flights produced in-house to generate awareness and send stakeholders to the Supplement OWL informational website with details on how to submit product labels. The campaign generated over two million impressions. EXPOSURE & ACCOLADES In 2017, the Supplement OWL was featured in: • 94 articles published in the trade press, reaching 1.4+ million readers; • 8 bylined articles by CRN staff and members; • 14 presentations to lawmakers, industry stakeholders and retailers; • 6-month ad campaign, garnering 2+ million impressions; • 5 webinars; and • Won an American Society of Association Executives (ASAE) award. “As our industry booms, the self-regulatory Supplement OWL is just par for the course.” — Jim Hyde, Chair, CRN Board of Directors, Vice President and General Manager, Balchem Human Nutrition in New Hope Network’s “IDEAXCHANGE” Launched in April 2017, the Supplement OWL (Online Wellness Library), the dietary supplement product registry, is being hailed as “a hallmark of industry maturation.” It was all-hands-on-deck for CRN staff leading up to the launch, with Scientific & Regulatory Affairs, Communications, Government Relations, and Legal Affairs working together to ensure a successful flight. In the months following its launch, the Supplement OWL received public support from all of the major trade associations of the dietary supplement industry, as well as from other key stakeholders, such as NSF International and the American Botanical Council. To boost awareness of the initiative, CRN brought the Supplement OWL to life, visiting trade shows with a costumed owl mascot and a falconer displaying a live owl, posing for photos and encouraging #SupplementOWL social media posts. The Supplement OWL rapidly gained momentum within the industry and its stakeholders as more and more companies entered their finished product labels into the registry. In late 2017, CRN established an advisory board to help guide the OWL as it continues to grow.