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PR Contact: Kathy Macaraeg Ph: (310) 649-0944 E: kathy@kjm-marcomm.



Muse Communications Named Finalist for ANA Multicultural Excellence Award
Agency Recognized for “Could I Have Lupus?” Integrated Campaign LOS ANGELES, (Oct. 5, 2009)—Muse Communications has been announced as a finalist in the “General Market Category” for a Multicultural Excellence Award by the Association of National Advertisers (ANA). The agency is being acknowledged for its recent National Lupus Awareness campaign created for the U.S. Department of Health & Human Services’ Office on Women’s Health (OWH) and the Ad Council. “We were thrilled to be acknowledged in such a prestigious category and it is an honor to be recognized for such an important body of work,” states Jo Muse, chairman and chief creative officer at Muse Communications. “Muse Communications has a long history of developing marketing campaigns for government and private agencies that educate consumers on issues related to their well-being. Given the low awareness and unfamiliarity with lupus, the campaign encourages women to seek answers about the disease to empower themselves. We used actual women living with lupus to better connect with our audience, and created an online community where they could share their stories.”   The campaign, which was created pro bono, featured women who have been diagnosed with lupus. They portrayed women who were experiencing symptoms of the disease but have not yet asked their doctors, “Could I have lupus?” The public service announcements (PSAs) concluded with the tagline, “For answers. For support. For hope.” and directed women to visit, or call a toll-free number (1-800-994-9662) to learn more about the symptoms and treatment options for lupus and access local resources. The site, which was also available in Spanish, encouraged visitors to upload their personal stories and post comments in an effort to initiate a dialogue about the disease among the target audiences. - more -

The traditional media for this initiative was donated, making it difficult to estimate the reach. However, the online component, which could be measured, was extremely successful. From March 31 to June 26, total website hits were at 5,374,413 and average hits per day were 61,072.88. The average visitor spent 8:59 minutes, contrasted with an industry average of less than 2 minutes. The primary banner effort with MSNBC on June 6 delivered 11,237,094 impressions with a .09 click-through rate (industry average is .04). The site also featured an open community forum and a function for users to create their own online diaries. In total there were 883 women who registered with the website and 1,776 diary and community forum entries. Muse Communications has a long history of creating impactful campaigns to raise public awareness. Past healthcare clients include the Center for Disease Control (CDC), Centers for Medicare and Medicaid Services (CMS), March of Dimes, Office of National Drug Control Policy (ONDCP) and California, Ohio, and Florida Anti-Tobacco campaigns. About Muse Communications Muse Communication’s multicultural heritage adds a unique dimension to its client’s marketing campaigns. Muse Communications is a leading independent multicultural agency that created the category 23 years ago in California. The agency services clients in various industries, including healthcare, automotive, banking, insurance, government agencies and beverages. Muse is located in Hollywood, Calif., where the agency strives to foster a new era of growth in the digital platforms as well as film, music and other entertainment properties. For more information contact Muse at (323) 960-4080 or visit <> .

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