tie an orange ribbon | Adweek
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The Lupus Foundation got some heavy hitters behind its new TV and print campaign to raise awareness of the disease, which strikes women ages 15-40.
Whitney Houston and Kenny "Babyface" Edmunds have donated "Exhale (Shoop Shoop)," from 1995's Waiting to Exhale film soundtrack, for use in the 30-second pro bono spot by D'Arcy Masius Benton & Bowles. The ad, from the client's New York chapter, shows women who are bewildered about what lupus is and who can get it.
D'Arcy representatives also appeared on NBC's Today show Nov. 15, pinning an orange ribbon to anchor Al Roker's lapel.
"We want the bright orange loop to become the universal symbol for lupus," said Arthur Selkowitz, chairman and CEO of D'Arcy, New York.
"The 'Get in the loop' campaign will raise awareness and encourage people to learn more about this devastating disease."
No launch date has been set as yet. D'Arcy's Arlene Jaffe and Mark Nussbaum are the ad's copywriter and art director, respectively. --Kathleen Sampe