AHPA Promotes Herbs in National Ad Campaign

SILVERSPRING, Md.--In December, the American Herbal Products Association (AHPA) launched a national ad campaign to turn consumers onto the health benefits of herbs. Named "Another Healthy Herb!," the campaign will appear in popular health and nutrition magazines throughout 2001. Featured herbs include valerian, echinacea and willow bark, followed by copy listing studies and historical use of the herb, with a special emphasis placed on responsible consumer use.

According to AHPA, ad costs will be covered by the association's members. "The campaign is only as good as its funding," said Robin Gellman, AHPA's director of communications. Right now, ads are slated to appear in consumer magazines such as Delicious and Herbs for Health. "We're starting small and we hope to gain some momentum from membership funding."

Gellman added that some magazines have donated ad space to help the campaign grow. She added that AHPA eventually hopes to advertise in more mainstream magazines such as Self and Men's Fitness.

In the meantime, each ad will carry the headline "Herbs Work?" followed by information about the featured herb. To learn more, visit www.ahpa.org.