Lupus Awareness
CHALLENGE
The US Department of Health and Human Services needed to raise awareness of the disease Lupus among women. Lupus is most prevalent in African American, Hispanic and Asian women. Many women who suffer the symptoms wait to consider the possibility that they might have lupus. Early diagnosis of the disease is important in it’s treatment and therefore, getting symptomatic women to ask the question “Could I Have Lupus?” would be important, while increasing overall visibility of the disease and the best ways to seek answers.
SOLUTION
ARC Media Group developed the interactive web campaign “ Lupus Diaries”. The campaign featured real women discussing their encounter with the disease. The delivery included an interactive website leveraging the power of community and sharing amongst the target. The website included an opportunity for women to share stories of how lupus has impacted their lives or the lives of people they know. Including a personal diary blog, and an open discussion forum proved to be tremendously successful. Working closely with Muse Communications and Ad Council, the multi-platform campaign included television, radio, outdoor and print executions in addition to the digital deliverables.
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