Kidney Care UK

Over seven million people in the UK have some form of Chronic Kidney Disease, yet many don’t know. We had to motivate people who are not thinking about their kidneys to check their risk via a new online tool.

The kidneys are one of the few organs in the body where you can show what they do in a way that is easily understood. I used that to our advantage, and created a striking visualisation of their function. I commissioned the wonderful Giulia Bavagnoli who really brought the idea to life with animation. I married this with a no-nonsense message that was just on the right side of controversial and the Bloody Amazing campaign was born. The campaign has now been running for over 18 months and extended into Out Of Home, with over 180,000 people checking their risk.

Produced with Claremont Communications