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CaseStudy
LupusAwarenessCampaignfortheOfficeonWomensHealth
Background
Lupusisachronicautoimmunediseasethatdisproportionatelyaffectsminoritywomen3timesmore
thanwhitewomen.Thereisverylowawarenessandknowledgeofthedisease,especiallyamong
womenatgreatestrisk.OurchallengewastoreachandinformyoungwomenofcoloraboutLupusin
thehopetheywilltakeactioniftheyexperiencesymptoms.
AgencyRole
Musesrolewastodesignamulti-platformcommunicationsprogramtoraiseawarenessand
understandingofLupus.TheobjectivewastoencouragethetargetaudiencetorecognizethesymptomsandtoseekadditionalinformationbyvisitingtheLupuswebsite.
Strategicplanningincludedqualitativeresearchwiththetargetin3markets,individualinterviewswith
physiciansandcliniciansspecializinginautoimmunediseaseslikeLupus,interviewswithrepresentatives
fromcommunityhealthclinicsservinglow-incomeandminoritywomen,andinterviewswithkey
influencersandstakeholders.
CreativeDevelopment
Ourcampaignwasdevelopedtodomorethanraiseawarenessofthediseaseiturgedwomentoask
themselvesthequestion,CouldIhavelupus?Throughourconversationswithwomensufferingfrom
lupus,wewereinspiredtoincorporatethestoriesoftheirexperiencesandpersonalstruggles.Our
campaignshowcasesactualdiaryentriesfromthesewomen,andoffersapathwayforanswersand
hopeintheirbattlewithlupus.
CampaignelementsincludedTV,radio,print,out-of-home,onlinebanners.Awebsiteandpresskits
werealsoproduced.
Results
Thiscampaignwasmeasuredthreeways:websiteactivity,valueofmediaplacements,andawareness
trackingsurvey.
Theonlinecomponentwasextremelysuccessful:inthe3monthlaunchperiod(3/09to6/09),total
websitehitswereat5.3millionandaveragehitsperdayexceeded61K.Averagelengthofsessionwas
8:6minutes,comparedwithanindustryaverageof2.4minutes.Ourbannereffortdelivered12million
impressionswitha.09click-throughrate(industryaverageis.04).Mostimportantly,oursitehadan
opencommunityforumandafunctionforuserstocreatetheirownonlinediaries.883women
registeredwith1,776diaryandcommunityforumentriesduringthelaunchperiod.
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Asaprobonocampaign,thesuccesscanalsobemeasuredbytheinterestandcommitmentofthe
mediaindustry.AccordingtotheAdCouncil,theLupusAwarenessCampaignhasgenerated
tremendoussupportandgeneratedover$27millionindonatedmediasinceitslaunchin2009.
AnationalonlinetrackingsurveycommissionedbytheAdCouncilandHHSinpartnershipwith
GreenfieldOnlinewasconductedfromApril2009toMarch2010.Thissurveyfoundthat22percenthad
heardthecampaignadvertisingand15percentreportedseeingorhearingsomethingaboutLupus
comparedto10percentin2009.Notably,oneyearaftercampaignlaunch,14percentofwomen
surveyedreportedvisitingawebsiteformoreinformationversus9percentofwomensurveyedayear
ago.
ForMoreInformationaboutourhealthcaremarketingservices,pleasecontact:
ShelleyYamane
email:[email protected]
CandaceRohr
email:[email protected]
MuseCommunications
9543CulverBlvd.,2nd
Floor
CulverCity,CA90232
Phone:310.945.4100
