The Ad Council has launched a national Lupus-awareness campaign with the U.S. Department of Health & Human Services. The public-service announcements and website, unveiled March 31 by the surgeon general and Lupus Foundation of America spokeswoman Mercedes Yvette, of "America's Next Top Model," were developed pro bono by Los Angeles-based Muse Communications.
The new PSA campaign, which includes TV, radio, print, outdoor and web advertising, targets minority women of childbearing age (18 to 44), the group at greatest risk for the chronic autoimmune disease. The ads feature women who have been diagnosed with lupus and conclude with the tagline "For answers. For support. For hope." They direct women to a website or to call a toll-free number (800-994-9662) to learn more.
The campaign is being distributed to about 33,000 media outlets nationwide. All ad time and space will be donated by the media.