It’s a rare gift when the core idea for an advertising campaign is inspired by the target audience. Such was the case for “Brave Face.” We learned that more than half of lupus patients minimize their symptoms to their doctor and loved ones. Reluctant to burden others. they suffer silently, and go through life, in their words, “putting on a brave face.” Over time though, some symptoms may indicate organ damage.

We decided to bring this metaphor to life by molding a smiling “brave face” mask from our lupus patient’s own face. Our commercial begins as she awakens and prepares for her day, her body language telegraphing the fatigue and stiffness of lupus. Just before leaving home, she reaches for a mask, her “brave face,” hanging by the door, and puts it on. We follow her as she goes through her day, wearing the mask, until finally she decides to share her symptoms with her doctor. This proves to be cathartic, and we see her emerge from her appointment, hopeful and optimistic.

The accompanying voiceover educates the audience about the reality and risks of not sharing lupus symptoms, and urges them to visit LupusCheck.com and download a symptom checklist.