KIDNEY RESEARCH UK

MAKE YOUR MARK

Six people die every week waiting for a kidney. Yet most of us have two—but only need one. Kidney Research UK needed to inspire people to consider altruistic living kidney donation.

The challenge? How do you raise awareness of such a sensitive/squeamish issue without making it feel dystopian?

My creative partner and I focused on the simple but powerful idea of saving lives—using the act of lifting a shirt to reveal the kidney area as a visual motif. We crafted the concept and storyboarded for the film and how it would roll out across a digital first campaign.

We brought in director Lucy Bridger to capture real living kidney donors and recipients sharing their stories. I even snapped a few behind-the-scenes shots as an extra asset for the client’s comms.

The digital-first campaign ran across social and a bespoke website. And, of course, we mocked up some shiny OOH for year 2.