Herbal Trade Group Launches National Herb Ad Campaign
The leading herbal trade group, the American Herbal Products Association (AHPA), has launched a national consumer ad campaign entitled Another Healthy Herb! Print ads are scheduled to appear in a variety of popular health and nutrition magazines throughout 2001, and an online component will provide comprehensive information on therapeutic herbs.
"Herbs have provided significant health benefits for thousands of years," said Michael McGuffin, AHPA President. "Another Healthy Herb! reinforces this traditional knowledge and also provides a synopsis of modern studies that validate what our ancestors knew for countless generations."
The bold full-color ads are headlined with a wry question: "Herbs Work?" followed by a balanced and informed statement on the health benefits of a representative herb. Citations to current scientific studies and the botanical's historical uses are included. Responsible and appropriate use by consumers is emphasized.
The ad campaign kicked off with valerian (Valeriana officinalis) root, known for its ability to improve sleep quality. Future ads will focus on other popular herbs that have been the subject of modern day clinical studies, like echinacea (Echinacea spp.) root, used to support the immune system, willow (Salix spp.) bark, with a long history of use for pain relief, and ginger (Zingiber officinale) used to relieve nausea (see pg. 34).
The campaign's web component includes excerpts from the book 101 Medicinal Herbs, authored by botanist Steven Foster. Each page features the herb's modern and traditional uses, as well as cautionary information. A section called "Herbal FAQs" answers frequently asked questions such as, How are Herbal Supplements Regulated? and Are Herbs Safe? The "herbal resources" section links to other sites ranging from not-for-profit herbal educational groups to scientific journals. These online components can be found at <http://www.apha.org/ahh>.
For more information, or to provide financial support, contact Robin Gellman: 301/588-1171, ext. 107, or email <email@example.com>.
[AHPA Press Release, Dec. 12, 2000]