IDA video library

Ontario's drugstore chain, I.D.A. Drugstores, has launched a free in-store video library program.Health View offers 19 titles on such health-related topics as back pain, high blood pressure, understanding cancer and fetal alcohol syndrome.Membership in Health View, which is free and can...

Ontario’s drugstore chain, I.D.A. Drugstores, has launched a free in-store video library program.

Health View offers 19 titles on such health-related topics as back pain, high blood pressure, understanding cancer and fetal alcohol syndrome.

Membership in Health View, which is free and can be had by completing an in-store form, is required to borrow the videos.

i.d.a. will add titles to the video collection as they become available.

Supporting the videos will be Health View Digest, a free 24-page booklet that comes with product coupons.

Still with i.d.a., the company has signed rower Silken Laumann as its celebrity spokeswoman.

Laumann will be featured in i.d.a. print, radio and tv advertising, as well as in-store promotional material. DC