Reaching the hard to reach
For the 4th year running, the Kidney Charities Together group (KCT) chose us to run their annual campaign for World Kidney Day.
This year, they challenged us to raise awareness among hard-to-reach Black, Asian and minority ethnic communities, who are more than five times more likely to develop kidney failure.
We designed and ran a two-day, immersive pop-up experience in the heart of Leicester (the city has the highest density of people from a minority ethnic background in the UK).
Over the weekend, the shopping centre saw footfall of more than 70,000 visitors.
We gave visitors to Highcross Shopping Centre ultra-violet torches to shine on the walls of the pop-up, revealing the daily challenges for people living with kidney disease.
THE SILENT KILLER
Kidney disease often goes unnoticed until it's too late. Symptoms can be hard to detect and those who are affected can look healthy on the outside. With this in mind, our creative team developed an immersive experience that highlighted this hidden aspect in an enticing and family-friendly way.
Spreading the message
Content from the event was captured and used to promote World Kidney Day on KCT’s social channels. We created short-form videos, reels and social posts featuring: • Interviews with doctors and charity volunteers • Facts & figures about kidney disease • Behind-the-scenes footage.
