PREVENTION TEAMS WITH DOWBRANDS, FOUNDATION TEAM

JUDY CORCORAN

EMMAUS, Pa. -- Prevention Magazine, published by Rodale Press here, has brought together DowBrands Ziploc Vegetable Bags and the Produce for Better Health Foundation for a 5 a Day for Better Health Program promotion starting this month. The 5-a-Day program was designed by the National Cancer Institute to promote better health and to ward off cancer by encouraging people to eat five portions of fruits and vegetables each day. Prevention's promotion centers around an eight-page special section in its May issue.

Through the magazine insert, Prevention's nearly 12 million readers are told to look for the 5-a-Day display in their local supermarket produce sections and to incorporate more fruits and vegetables into their daily menus. The insert also carries good-health ideas from Prevention, along with tips on keeping produce fresh and recipes from DowBrands.

Eight-hundred-thousand copies of the insert will be placed in a Ziploc special shipper. This self-supporting display center with Ziploc bags and promotional literature will be placed in thousands of supermarkets nationwide.

"Everybody benefits from a promotion like this," said Jo-Ann Kelly, director of trade relations at Prevention. "The brand has an opportunity to sell more bags, the produce manager can sell more fruits and vegetables, the PBH Foundation spreads its message, the consumer gains knowledge and the magazine increases consumer awareness."

In addition, the program carries a contest for the trade. Supermarkets are asked to send in a photo of their 5-a-Day display to win a trip to Jekyll Island, Ga., or exercise equipment.

In a similar promotion, Prevention Magazine and Dr. Scholl's Foot Care Products last month teamed up with the March of Dimes to salute its 25th annual WalkAmerica Walk-a-Thon. In an eight-page section, the magazine paid tribute to the millions of people who have walked for the March of Dimes and described the progress that has been achieved with money that "walkers" have raised.

"Dr. Scholl's was a natural sponsor for the section," said Ken Wallace, Prevention's publisher, "with all their foot products and millions of people walking miles and miles in one day."

Four-hundred-thousand reprints of the section were placed in 7,000 displays in stores around the country such as Drug Emporium, Kmart and F&M Super Drug Stores.