Still, the campaign aims to educate people without scaring them about the symptoms, says Stacey Boyd, senior communications manager of collaborative initiatives for the ACR. The look of Be Fierce. Take Control. appeals to a younger audience; even the background colors were tested with the target audience, Ms. Boyd says.
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The campaign uses social media, video, digital advertising and audience engagement to educate viewers about the signs and symptoms of lupus. The videos lead viewers to the campaign’s website, which provides information and resources from both the ACR and LFA about lupus symptoms, and what next steps to take if someone thinks they have lupus.
Some of the campaign’s social media assets have been shared by celebrities on their social media channels, including musical artists Lil Wayne and Young Money, as well as actor Ashton Kutcher and ESPN sports analyst Maria Taylor, Ms. Boyd says.
Funded by a Centers for Disease Control and Prevention grant, the campaign launched last June.