LFA-DMV | Colleges Combating Lupus

campaign proposal: colleges combating lupus

May 19, 2015

LFA-DMV | Colleges Combating Lupus

table of contents
Meet Splash PR
Executive Summary
Background
Introduction
Problem/opportunity
Our approach
Research
Secondary research
Primary research
SWOT Analysis
PLANNING
Goal
Objectives
Publics
Messages
Campaign theme
Implementation
Strategies
Tactics
Timeline
Budget
Evaluation
Outputs/outcomes
Appendix A: Research Report
Appendix B: Samples
Media alert sample
Press release sample
Flyer sample

LFA-DMV | Colleges Combating Lupus

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Meet the team

Briana- Responsible for the creation of all graphics used throughout
the campaign presentation

Keighley- Oversees client services and led

business development efforts

Amanda- Oversees research and organized the

primary research process

Rhea- Responsible for the organization and

execution of events

Amber- Responsible for the creation and

distribution of media materials

Betty- Responsible for the creation, strategy

and maintenance of social media accounts

LFA-DMV | Colleges Combating Lupus

Executive summary
Background
The Lupus Foundation of America (LFA) defines lupus as a chronic autoimmune disease
that can infect any organ in the body including the heart, brain, lungs, kidneys and skin.
According to the LFA, most people will develop lupus between the ages of 15 and 44 and,
although it affects both men and women, 90 percent of individuals diagnosed are women.
The illness is also two-to-three times more prevalent among women of color including
African Americans, Hispanics, Asians, Native Americans, Alaska Natives, Native Hawaiians
and other Pacific Islanders. According to the Lupus Research Institute (LRI), most people
with lupus are young women of childbearing age who suffer from symptoms such as intense
fatigue, pain, cognitive issues and skin irritations.
The LFAs mission is to improve the quality of life for all people affected by lupus through
programs, research, education, support and advocacy. The LFA-DMV chapter is focused on
this mission in the DC-Maryland-Virginia area.

Introduction
Although the National LFA headquarters in Washington, D.C. is well known for its efforts,
individuals know little about the LFAs local chapters, their resources and how they can
become involved. More specifically, the DMV chapter of the LFA is in need of recognition
and distinction from the national office because they are both located in Washington, D.C.
With many influential college campuses in the DMV area, the Colleges Combating Lupus
Campaign will ask local campuses to help the LFA-DMV chapter educate, motivate and
involve their communities in combating the mystery of lupus.

problem/opportunity
The Lupus Foundation DMV chapter is a great local resource for people living with lupus,
and for their friends and family members. Unfortunately, not many people are aware of the
chapter and its efforts. There is a disconnect from the community and this local resource
because of the confusion with the National Lupus Foundation that is also located in
Washington D.C. More people need to be aware of this resource and the disease overall.
Moreover, college students, specifically the Greek communities, have philanthropic
requirements that make them the perfect spokespeople for this campaign. By executing this
campaign through the use of this audience, we will be able to spread awareness across a
very broad and diverse public. With the mystery of the cause and the cure, there needs to
be greater effort in trying to combat the disease. The Lupus DMV chapter should distinguish
itself from the National Lupus Foundation and be recognized as a primary resource for
education, support and care for people suffering from this little-known disease in the region.

Our Approach
Splash PR proposes a campaign to motivate, educate and involve campus communities in
an effort to raise awareness for lupus, and the DMV chapter specifically, and to combat the
disease. The campaign will focus on eight college campus communities in the DMV area.

LFA-DMV | Colleges Combating Lupus

Research
secondary research
This section details key findings from our secondary research, which included an analysis of
the LFA website and social media platforms for the chapter. The full research report can be
found in Appendix A.

Social media:

Facebook:
3,023 people like the page
444 people talk about this
Updated regularly

Twitter:
1,758 followers | Following 614
2,663 total tweets
Updated regularly

Youtube:
29 uploaded videos
Last post: 1 year ago

Competitive Analysis
Competitors walks: Multiple Sclerosis, Breathe Deep for 5K, Kidney Walk

LFA website findings:

This is a compiled list of facts and figures that we used to further our proposal and to initiate
our primary research. All of this information was gathered from the LFA website, a source
that everyone can easily access at no cost. Some of the information we used to produce our
primary research and to create our campaign are as follows:
Most people will develop lupus between the ages of 15 and 44
90 percent of the individuals diagnosed with the illness are women
Aw areness:
May is Lupus Awareness Month, with May 10 as World Lupus day. LFA describes Lupus
Awareness Month as an annual observance to call attention to and raise awareness about
lupus and its impact on the lives of millions of individuals and families.
Roper Public Affairs and Corporate Communications conducted the Lupus Awareness
Survey in October, 2012 and concluded:
Over 61 percent of those studied said they knew little to nothing about lupus, or
have never heard of it at all
More than 57 percent do not know anyone with the disease
Awareness of lupus is particularly weak among younger and lower-income
Americans
Few misidentify lupus as a disease that mostly affects men
58 percent do not know how lupus is treated

LFA-DMV | Colleges Combating Lupus

38 percent (of 1000 surveyed) said they are somewhat or very familiar with lupus,
while 39 percent have only heard of the name of the disease and 22 percent have
never heard of lupus

Greek Life:
Greek Life consists of the Panhellenic Association (PHA), Interfraternity Council (IFC), and
National Panhellenic Council (NPHC). These are the governing bodies for sororities and
fraternities on campus. To those involved, Greek Life provides a sense of community as
well as opportunities for philanthropic efforts. Each chapter is designated specific charities
in which they raise money through various efforts. While most chapters have philanthropies
already assigned, some are more flexible and can adopt new causes. Alpha Kappa Alpha
Sorority, Inc., (AKA), one of the predominantly African American sororities within NPHC,
has the ability to adopt the Lupus Foundation of America as a new cause, according to one
of its members Amber Booth. As our research shows, African American women are at
highest risk to develop lupus. This adoption would be beneficial for both the sorority, as it
must meet certain philanthropy requirements, and the Lupus Foundation of America, as this
would bring great awareness and attention to the disease among the primary audiences it
wishes to reach. Furthermore, reaching out to these sororities will give the DMV chapter the
free resources they need to implement the campaign. Involvement in this campaign will
become a requirement for certain chapters to fulfill their philanthropic goals.

Primary research
This section details key findings from our primary research, which included a focus group. A
detailed description of primary research findings can be found in Appendix A.
We selected eight participants who either have lupus, or have a friend or family member
with the disease. We discussed the following:
What they knew about lupus
Their feelings toward the illness
Their familiarity with the Lupus Foundation of America's DMV chapter and its
resources
Their opinions on the most useful lupus resources
The Social media outlets they find most helpful for health-related issues
Where they primarily look for information and resources
Focus Group Findings
Some of the common elements from the focus group were:
Barely any participants were aware of the DMV chapter or its efforts
Participants knew what lupus was
Participants agreed that they were more likely to donate to a cause that they knew
about
Participants agreed that social media plays a significant role in spreading
information, and can be beneficial for health related issues
Participants feel Facebook and Twitter are the best ways to reach people

LFA-DMV | Colleges Combating Lupus

SWOT analysis

LFA-DMV | Colleges Combating Lupus

Planning
Goal:
Establish that DMV chapter as a reliable and credible source of education, support and care
for people living with lupus.

Objectives:
1. Raise awareness amongst DMV residents of the LFA-DMV chapter and its
resources by 30 percent by May 20, 2017
2. Educate 900 college students about lupus by May 20, 2017 by visiting the following
eight campuses:

University of Virginia
Virginia Commonwealth University
University of Maryland, College Park
Towson University
Bowie State University
Howard University
The George Washington University
American University

3. Increase Twitter followers and Facebook likes by 20 percent by May 20, 2017

All of the activities implemented under this objective include participants liking
and following before actually participating

4. Receive 50 Lupus Can Look Good video submissions from people living with and
affected by lupus by May 20, 2017

Publics
Primary publics:

Campus communities
o College students (Greek Life: NPHC, PHA, IFC)
People with lupus
Friends and family of people living with lupus

U.S. Department of Health and Human Services

Doctors
Caregivers

News media
Bloggers

National LFA chapter

Secondary publics:

Intervening
Moderating

LFA-DMV | Colleges Combating Lupus

Messages

The Lupus Foundation DMV chapter is an excellent resource for those affected by
lupus and their caregivers to receive information, support and care
Lupus affects more than 1.5 million people nationwide, and awareness about the
symptoms, severity and presence of the disease is vital for proper support for people
with lupus
Campus community members will act as spokespeople for Colleges Combating
Lupus campaign

Campaign Theme
The overall theme of our campaign is to engage college students in things that matter to
them. If we are able to engage college students in conversations over social media, we
expect that a broader and more diverse audience will eventually join in on the conversation.
Some past movements started on social media, like the ALS Ice Bucket Challenge, have
motivated the general public, as well as big-name figures, to take action. The ALS
campaign eventually received several media impressions. In the end, the ALS Ice Bucket
Challenge helped raised more than $100 million. Although, we designed a much smallerscale campaign, we are aiming to achieve proportional results regarding awareness of
lupus and the DMV chapter.

Communication theory
Social learning theory posits that learning is a cognitive process that takes place in a social
context and can occur purely through observation or direct instruction, even in the absence
of motor reproduction or direct reinforcement. The theory explains that a behavior is more
likely to occur if the consequences of performing that behavior have positive outcomes. The
Colleges Combating Lupus tours educational programs and social activities are examples
of social learning theory because participating in the campaign can yield positive outcomes.

Implementation
Strategies:
Strategy 1 : Educate different college campuses about the lupus disease and the
services that the DMV chapter offers

Strategy 2: Motivate college communities to join the conversation about lupus through a
fun and engaging activity

Strategy 3: Motivate people affected by lupus to share their stories to educate and uplift
others like them in the community.

Tactics:
DMV Lupus College Tour:
To begin the campaign, Splash PR and the LFA-DMV chapter will contact the executive
boards for the National Pan-Hellenic Council (NPHC), Panhellenic Association (PHA) and
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the Interfraternity Council (IFC), to arrange the following tasks that prepare the campus
community for our tour:
Social media postings
Flyering
Distribution of press release
Media alert
Campus organization announcements
Campus listservs
Greeks will have auditions for openers of the Comedy show (see below)
Every week for a month, representatives from the DMV chapter will visit the aforementioned
eight campuses to:
Hold informational seminars hosted by partnering sororities and fraternities.
Host three events:
o Laughing for Lupus
o Ladies in Lavender
o Lupus Can Look Good

Laughing for Lupus

Laughing for Lupus is a comedy show to raise
money for the DMV chapter and lupus
research. There will be an admittance fee of $3
per student. The show will invite local comedian
Reggie Melbrough to headline the show.
Named one of the four comics to watch by the
Washington Post, Reggie got his calling for
Stand-up after the death of his grandmother.
He is also from the area. Reggie believes that
laughter is essential especially during times of
sadness.

Ladies in Lavender:
The Colleges Combating Lupus tour will host a color run with different shades of purple on
each college campus visited.
The run will be announced through preliminary informational college tours and press
releases and media alerts announcing the plans for the College Combating Lupus tour.
We will charge each participant $7 at registration for the run. Half of the money will cover
the costs of the event, and the other half will be donated to the DMV chapter to help with
future events and services. Before the run, there will be a pre-test survey to gauge the
knowledge of the participants. We will then have a brief speech about the statistics related
to lupus prevalence amongst women. After the discussion, the color run will begin.
During the run, there will be several checkpoints across campus that are manned by
different representatives from the LFA-DMV chapter. At the checkpoints, participants will be
given water and asked several questions about lupus and the DMV chapter. If the
participant answers the questions correctly, they are rewarded with extra materials to use
during the final leg of the race. Some of these materials include:
LFA-DMV | Colleges Combating Lupus

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o
o
o
o

Water guns
Extra water
Extra paint
Sunglasses

At the final checkpoint, participants will be asked

to take a picture covered in their paint, follow the
DMV chapter on twitter and post with the
hashtag #ColorMeLupus.
The run will end with a paint party at the center point of campus. This will generate
awareness and buzz about the Colleges Combating Lupus tour and the LFA-DMV chapter.
We aim to attract all constituents of campus communities (students, faculty and staff) and
their friends and family from the area.
Lupus Can Look Good:
This is a video campaign released by the DMV chapter that spotlights different people
suffering from lupus, friends and family members. Our first video will spotlight a college-age
family member of someone suffering from lupus in the DMV area. During this initial video,
the woman will speak about her sisters battle with lupus and how she has learned to
overcome it. This video will be uploaded to the DMV chapters YouTube page. We will
release snippets of video submissions on Instagram, Twitter and Tumblr. Each video
should be creative, engaging and should
include:

When they were diagnosed

What was their first reaction
Most prominent symptoms
How it has affected their lifestyle
But, Lupus Can Look Good
List accomplishments they have had
with the disease
List their proudest moments
Milestones

Information regarding the video campaign will be included in the initial press release and
announced at the preceding events.
There are many programs an individual can use when creating videos. For this campaign,
Adobe Premiere was used. In order to create a video in Adobe Premiere, the first step is
filming the video footage to be used in the program. For this video, we chose to use an
iPhone 6; however, digital camera or another camera phone would work just as well. Next,
we uploaded the video to Adobe Premiere to cut the raw footage into a cohesive video
story. By using a pre-installed text tool, we were able to add text on screen along with the
footage. After this, all that is left to do is render the video, save it and export to footage to
YouTube. Similar steps can also be done using programs such as iMovie and Final Cut Pro.
Many programs do cost money; however, iMovie comes free with any Mac.
*Tutorials on how to edit and create videos can be found on YouTube.

LFA-DMV | Colleges Combating Lupus

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Timeline

LFA-DMV | Colleges Combating Lupus

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LFA-DMV | Colleges Combating Lupus

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Budget

*We hope we will be able to eliminate some costs and expenses due to the fact that LFADMV is a nonprofit. We hope to receive funding. We can also eliminate the campus
ambassador budget, as these students will be participating as a requirement instead of for
payment.

Evaluation
PRE AND POST-TEST SURVEY 1
To evaluate the campaigns objectives, the LFA-DMV chapter should conduct pre- and posttest surveys of DMV residents between the ages of 15 and 44.

Survey questions:
1. Do you know what lupus is? (Y/N)
2. Are you a college student? (Y/N)

LFA-DMV | Colleges Combating Lupus

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3. If yes: Do you attend one of the following colleges? (Drop down menu: choose from
the following 8 campuses)
4. Are you aware of the Lupus Foundation of America DC-Maryland-Virginia chapter?
(Y/N)
5. If yes to #4:
1. Have you ever utilized the LFA-DMV and/or its resources?
2. Do you know anyone who has ever utilized the LFA-DMV and/or its
resources?
6. Do you think the LFA-DMV chapter is helpful?

PRE AND POST-TEST SURVEY 2

To evaluate the campaigns success in educating college students during the Ladies in
Lavender Color Run.

Survey questions:
1.
2.
3.
4.
5.

Do you know what lupus is? (Y/N)

On a scale of one to five, how familiar are you with the symptoms of lupus?
T/F: 90 percent of individuals diagnosed with the disease are women.
T/F:Women of color are four times more at risk for lupus than Caucasians.
T/F: Lupus is difficult to diagnose because its symptoms come and go and mimic
those of other diseases.
6. On a scale of one to five, how familiar are you with the resources provided for lupus?

Outputs
During the evaluation process, the LFA-DMV chapter and Splash PR must confirm that the
following activities were completed on the aforementioned eight campuses:

Activities

Held a college tour:

o Designed and posted to social media
o Distributed flyers
o Contacted sorority and fraternity representatives via campus listservs
o Held informational seminars with partnering sororities and fraternities
Hosted a Laughing for Lupus comedy show
Organized a Ladies in Lavender color run
Created the Lupus Can Look Good video campaign
o Posted videos on YouTube, Instagram, Twitter and Tumblr
Created the #ColorMeLupus hashtag to engage followers on social media
Distributed a press release announcing the College Combating Lupus campaign
Sent out media alerts announcing the tours events

Outcomes

Use pre- and post-test surveys (above)

o Did we change perceptions about the helpfulness of the Lupus Foundation
of America and its resources?

LFA-DMV | Colleges Combating Lupus

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Did we educate college students and community members about the lupus
disease and the services that the DMV chapter offers?
Evaluate social media analytics and conduct a social media audit
o Did we engage the DMV community in the conversation about the lupus
disease?
Did the video campaign collect at least 50 videos?
o Did we motivate people affected by lupus to share their stories?
o

Why splash pr?

We are a team of creative PR enthusiasts committed to ensuring our clients mission is
always at the forefront of our services. We work to create the solutions and strategies that
make our clients matter. With a splash of our cutting-edge ideas and unmatched devotion,
Splash PR is dedicated to delivering unparalleled results.
Through this tailored campaign, Splash PR can help the LFA-DMV chapter raise awareness
for lupus and help the LFA-DMV chapter be recognized as a primary resource for
education, support and care for people suffering from this little-known disease in the region.

LFA-DMV | Colleges Combating Lupus

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Appendix a: research report

SWOT
STRENGTHS
They are part of the national LFA, so
they have access to many
resources
70 percent of people perceive the
LFA as the most helpful resource
for learning about lupus
They are the only organization
dedicated solely to lupus in the
DMV area

WEAKNESSES
Often overlooked because the national LFA
chapter is in the same location
Advertising budget is $0
Purple is also associated with 30 other
causes such as pancreatic cancer, cystic
fibrosis, Alzheimers and Thyroid cancer
Public is broad, and attempts to reach a
number of demographics using the same
strategies and approaches

OPPORTUNITIES
There is a need for people to be
educated about lupus
More celebrities with lupus are
beginning to talk about their
experiences with the disease
Nonprofits have opportunities for
donations, free PSAs, etc.

THREATS
Other autoimmune disease foundations are
competing for the same awareness, funding
and resources
Information about lupus is available online
without the need for visiting the DMV chapter

Secondary Research
Lupus Foundation of America Website
We used this site as a source to gain basic information about the disease and those affected. Here we
found that most people affected will develop lupus between the ages of 15 and 44 and, although it affects
both men and women, 90 percent of those diagnosed are women. We also discovered that May is Lupus
Awareness Month, and May 10 is World Lupus Day. The goal of Lupus Awareness Month is to call
attention to and raise awareness of the disease and its impact on the lives of millions of individuals, their
families and caregivers. The About Me page provided the following statistics:

It is estimated that 1.5 million Americans, and at least five million people worldwide, have a form
of lupus.
20 percent of people with lupus will have a parent or sibling who already has lupus or may
develop lupus.
Lupus is two to three times more prevalent among women of color -- African Americans,
Hispanics/Latinos, Asians, Native Americans, Alaska Natives, Native Hawaiians and other Pacific
Islanders -- than among Caucasian women.

Trends in Deaths from Systemic Lupus Erythematous Study

The U.S. Centers for Disease Control and Prevention conducted this survey from 1979 to 1998. It found
that:

Deaths attributed to lupus increased over a 20-year period, particularly among African American
women ages 45-64.
However, it is not clear if the rise is the result of an actual increase in lupus mortality or better
identification and reporting of deaths due to complications of the disease.

LFA-DMV | Colleges Combating Lupus

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Lupus Awareness Survey

Roper Public Affairs and Corporate Communications conducted a Lupus Awareness Survey in October
2012. Results showed that:

Over 61 percent said they knew little to nothing about lupus, or have never heard of the disease
at all.
About 74 percent of Hispanics said they knew little to nothing about the disease
57 percent of African Americans said they knew little to nothing about the disease
Six percent of Hispanics and 18 percent of African Americans report being very unfamiliar with
lupus and its symptoms
More than 57 percent do not know anyone with the disease
Lupus awareness is particularly weak among younger and lower income Americans
Few misidentify lupus as a disease that mostly affects men
58 percent do not know how lupus is treated

Greek Life Analysis

Greek Life consists of the Panhellenic Association (PHA), Interfraternity Council (IFC), and National
Panhellenic Council (NPHC). These are the governing bodies for sororities and fraternities on campus. To
those involved, Greek Life provides a sense of community as well as opportunities for philanthropic
efforts. Each chapter is designated specific charities in which they raise money through various efforts.
While most chapters have philanthropies already assigned, some are more flexible and can adopt new
causes. Alpha Kappa Alpha Sorority, Inc., (AKA), one of the predominantly African American sororities
within NPHC, has the ability to adopt the Lupus Foundation of America as a new cause, according to one
of its members Amber Booth. As our research shows, African American women are at highest risk to
develop lupus. This adoption would be beneficial for both the sorority, as it must meet certain philanthropy
requirements, and the Lupus Foundation of America, as this would bring great awareness and attention to
the disease among the primary audiences it wishes to reach. Furthermore, reaching out to these
sororities will give the DMV chapter the free resources they need to do the campaign.
Our aim it so get some of the sororities from the council's above to require their members to volunteer
with the DMV chapter to fulfill their philanthropic requirements.

Social Media Analysis

We conducted an analysis of the Lupus Foundation of Americas social media sites to gain a better
understanding of how audience members interact with the organization across platforms. This included
an analysis of its Facebook, Twitter and YouTube accounts.
We found that its Facebook page is updated regularly, there are 444 people talking about the Lupus
Foundation of America, and 3,023 people like its page. In regards to the Twitter, it is updated regularly.
The foundation Twitter page has 1,758 followers and 2,663 total tweets to date. Finally, the YouTube has
29 uploaded videos, and the last post was one year ago.
We also conducted a social media analysis of their competitor organizations. We did this to see how the
foundation was performing on social media, differences in numbers of followers and likes, and to assess
the Lupus DMV chapters areas for improvement. These organizations included the Multiple Sclerosis
Association of America (MSAA), The LUNGevity Foundation and the National Kidney Foundation. The
MSAAs Facebook page has 13,000 likes, the Twitter has 3,548 followers (@MSassociation) and 63
uploaded videos on YouTube. The LUNGevity Foundations Facebook pages has 52,000 likes, it has 33.9
thousand Twitter followers (@LUNGevity) and 112 uploaded YouTube videos. Finally, the National
Kidney Foundation has 152,000 likes, 152 uploaded YouTube videos and it does not have a national
Twitter account.

Primary Research
Surveys

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We conducted a survey at the Walk to End Lupus Now in DC on Saturday, April 18, 2015. We passed out
a total of 33 surveys. Of the 33 participants, 48.5% were white, 45.5% were African American, 87.9%
were female, 12% were men and 75.8% were middle-aged. We used these surveys to assess how those
directly impacted by lupus perceive the Lupus Foundations DMV chapter, and how they get their
information about the disease. The questions and associated responses are as follows:

Are you here today because you

o Have lupus (18%)
o Have a family member with lupus (45%)
o Are a caregiver for someone with lupus (6%)
o Have a friend with lupus (45%)
o
How did you learn about the walk to end lupus today?
o Saw/head news coverage (9%)
o Follow it on Twitter (3%)
o Saw it on social media (27%)
o Saw posters or promotional materials (3%)
o My friend/family member told me (82%)

How familiar are you with

o Symptoms (76%)
o Ways to manage symptoms (30%)
o Drug options to treat lupus (36%)
o Support groups for patients and caregivers (21%)
o Blogs about lupus (18%)
o Websites regarding lupus (48%)

What resources have you found helpful in learning about lupus?

o Lupus Foundation of America (70%)
o Lupus DMV website (30%)
o Alliance for lupus (N/A)
o SLE Lupus Foundation (6%)
o Alliance for lupus Research (N/A)
o Lupus Research Institute (24%)

Have you used any of these services from Lupus Foundation DMV?
o Individualized patient navigation (12%)
o Online support groups (12%)
o In-person support groups (12%)
o Educational summits (N/A)
o Physician referrals (9%)
o Teleconferences (N/A)
o Educational Resources (6%)

What kind of online resources might you find useful

o Helpline with tips on managing lupus (42%)
o Forums for lupus management community (3%)
o Twitter feed with tips and encouragement (24%)
o Blogs (30%)
o Podcasts on managing lupus (9%)
o Access to medical/research articles/journals (12%)
o Tips about living with lupus (48%)
o Other (N/A)

How do you get your news about health issues?

o Online sources (79%)
o Social media sites (15%)

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o
o
o
o
o
o

Facebook (21%)
Newspapers/magazines (24%)
TV/news shows (15%)
Medical TV shows (18%)
Social media news apps (21%)
Friends and family (60%)

IF YOU HAVE LUPUS: Would you be interested in telling your story to

o Other people with lupus (30%)
o People who think they may have lupus (18%)
o Policy makers (12%)
o Reporters writing stories about the disease (9%)

We found the following results to be the most influential in the creation of a campaign based on the
interests of people with lupus, their families and caregivers:

LFA-DMV | Colleges Combating Lupus

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Focus Group
We also conducted a focus group with eight participants who either have lupus, or have a friend or family
member with the disease. Participants were selected through a convenient sample. We met with this
group on April 21, 2015 in McKeldin Library. The following questions were asked:
1. Do you know what lupus is?
*All participants answered yes.
2.

What do you know about it?

1. Lupus is an autoimmune disease that attacks the organs, especially the skin, in the body.
Skin often becomes inflamed, and joints or muscles can be damaged. There are several
different kinds of lupus.
2. Lupus is an autoimmune disorder. Lupus can be very deceiving. People can look
beautiful and fine, yet be suffering silently. Symptoms may not be visible, yet the person
with lupus may be suffering a variety of symptoms.
3. Lupus is an autoimmune disease that causes the immune system to become hyperactive
and attack itself.
4. Lupus is an autoimmune disease that can damage many parts of the body such as joints,
organs, skin etc.
5. It is an immune disease that people can die from.
6. I do not know much about it, but I know that a result of the condition can include the
shutting down of joints and not being able to physically function, whether it be walking,
running, etc.
7. Lupus is an autoimmune disease that can interfere with a persons everyday life and
activities.
8. Lupus is a disease that can affect any organ in the body.

3. Do you know the signs and symptoms?

1. Signs include achy joints, fever, fatigue and fever.
2. Some people have rashes such as hives, disfiguring rashes on many areas of body. I
know some people who have rashes on their backs and some on their faces. My close
friend has extremely bad arthritis, swollen joints in wrists and fingers. She can't button
shorts, open or close zippers, etc. Can cause severe insomnia. You would never know
she has lupus by looking at her, yet her arthritis is so severe that getting out of bed is an
effort, and at times she can't get dressed on her own.
3. Symptoms include raised bumps on the legs/arms caused by fluid buildup, fatigue, skin
rash, and head fog.
4. Rash and fatigue.
5. No.
6. Lupus can severely affect the joints. There are many more symptoms that I was not
originally aware of.
7. Symptoms can include fever and rashes.
8. Symptoms of lupus are tiredness, general ill feeling and sore/stiff muscles and joints.
4. What are your feelings toward the illness?
1. I feel that this illness is a very difficult one to live with. As someone who knows someone
with lupus, I have seen her struggle to do everyday activities with a smile on her face. It is
hard to be a mother with this disease and engage in that childs life.
2. I don't necessarily understand it, but from my understanding, it is sometimes totally
debilitating, and other times the patient is fine.
3. This disease is horrible.
4. I don't have any strong feelings towards the sickness. As with any disease, I think that it
is incredibly unfortunate to have. I have a family member who has the disease, but I still
do not know much about it.

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5. I have always associated a negative connotation with the disease because I personally
know someone who has lupus. She is a dancer and at many times in her life, she has
had to stop doing what she loves because she would not be able to walk or move. This
disease severely affects her daily activities that involve movement and it can trigger at
any moment in time.
5. Are you familiar with the Lupus Foundation of Americas DMV chapter and its resources?
*Most participants, aside from one, were unfamiliar with the DMV chapter, its efforts and its
resources. The individual only knew that the chapter has walks and other events to benefit the
disease.
6.

If you are familiar, do you think the DMV chapter is doing enough to reach people?
*The one participant familiar with the chapter responded no and said she does not think the
chapter does enough to reach out to people.

7. When you donate to causes, what normally makes you donate?

1. If I donate to a cause, it is because I either know someone who is personally affected by
the disease, or because I know where my money is going. If I know what it is going to be
used for, I am more likely to donate.
2. I donate to causes in various ways. I have participated in walks, donated clothing during
drives, and these hands on experiences typically make me want to donate.
3. When I donate to causes it is typically because I have a personal connection to the
cause.
4. If I personally know someone struggling with what the cause stands for.
5. I usually donate if I have some sort of strong emotional attachment to the cause or if I feel
like it is really important.
6. Knowing someone with that particular disease or seeing a great campaign/organization
behind the cause drives me to donate
7. I typically donate to causes when I fully understand the extent of the cause.
Understanding what a disease, for example, entails, makes me feel more likely to donate.
Also, if I know someone who is suffering, I will more likely donate.
8. I donate to causes that I have personal connections to.
8. What platforms do you find the most helpful with health-related issues? Social media? Traditional
news?
1. I feel that social media is very effective in campaigning for health-related issues because
there are so many outlets to choose from, and most people use more than one outlet of
social media a day. It would be the best way to get the word out.
2. Both social media and regular news have been very important in getting the word
out. More recently, Facebook and "Go-fund Me" campaigns have been very successful.
An example of this is the ALS Ice Bucket Challenge.
3. I find the most influential health-related campaigns are ones that are spread community
wide. For example: Relay for Life. Social media is helpful, but most of the time when
people just read something on their phones or computers, they're not going to actually do
anything to contribute to the cause. The Lupus Foundation of America holds walks in
major cities every year, and I think those are much more influential because they actually
require people to get involved and learn more about the disease while also showing their
support.
4. I think I find stories to be the most influential. If I cant find a personal connection, I dont
find myself as emotionally attached or interested.
5. Social media is really good with health-related campaigns, especially videos, hashtags,
pictures, etc. It is really influential if you are trying to reach a younger generation.
6. I think social media is very influential based on the fact that people receive their news
from platforms such as Twitter. Campaigns such as the "Ice Bucket Challenge" brought a
lot of attention to a cause. Social media campaigns drive traditional news exposure.
7. Social media is a great way to engage with a cause. Social media platforms allow people
to access a lot of information in a quick and easy way. We are constantly checking social

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media, and sometimes it is beneficial to intertwine our mindless checking with causes
that are important.
8. Social media is easier to get information and in a faster way. We can also engage with
quicker responses.
9. What social media do you find most effective with health-related campaigns?
1. I think that Facebook or Twitter is a great way to get news out to people because it is
quick and people can easily understand its purpose.
2. I don't really find social media helpful, but I guess YouTube, because videos can actually
relay a powerful message as opposed to a Facebook or Instagram post.
3. I think Facebook is where I would see health related campaigns the most. I think the
power to share a message through this type of media is the simplest way.
4. Twitter and Instagram
5. I believe that Twitter is the most influential and effective because it reaches a larger
demographic in a very short amount of time. It allows space for videos and text,
discussion, and can be a great platform where celebrities can be apart of the cause as
well.
6. Facebook, Twitter
7. I find YouTube to be the most effective because videos are much more informative than
text. I also am a huge fan of The Skimm, a daily email newsletter that tells me all the
news for that day.
8. Facebook.
10. Where do you look for your information and resources?
1. I use Facebook, Twitter, and theSkimm for my news.
2. Mostly on the Internet, typically videos to learn the most about the cause or by reading
articles.
3. I think I find most of my information through news on the television and articles online.
4. Google is always my first stop.
5. I search on Google or the website of the foundation.
6. Facebook and Twitter.
7. I swear by theSkimm. It is always my go-to in the morning before I start my day.
8. Medical websites such as WebMD.
*Some participants chose not to answer certain questions.

Key Findings
Based on our research we were able to get a better understanding of our audience. We determined how
they get their information, where they get it from, and the resources they find most useful. From this, we
were able to create a campaign that connected with publics through the most effective channels and
engaged them in ways that pertained to their needs.

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Appendix b: supplementary
materials
Media Alert

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Press Release

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Flyer

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Lavery, Jack. "Lupus Research Institute." Lupus Fact Sheet. Lupus Research Institution, n.d.
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