Kidney Research

DIGITAL NATIONAL AWARENESS CAMPAIGN
Changing hearts, minds, and kidneys ...

Challenge

Six people die each week waiting for a kidney. In one of the strangest briefs ever created, my partner Katie and I had to find a way to raise awareness of altruistic kidney donation. In layman’s terms? That’s giving a kidney to someone you’ve never met. Ick.

Idea

Most of us are born with two kidneys, but we only need one to lead a happy and healthy life. So we asked: is it inside you to save a life?

Result

Only 1000 people in the UK have ever donated a kidney to a stranger – this campaign aims to change that statistic.

We developed the concept, as well as the film’s story arc and wrote the director brief. I wrote the copy across the assets, including website, social and OOH.

I also took a few behind the scenes photos as a little extra for the client to use in their newsletters.

The digital-first campaign ran on social and on the bespoke website.