ARE YOU THE 33%?
1 in 3 U.S. adults is at risk for kidney disease. Our challenge? Spread the word without sounding like another scare-tactic PSA. The solution? Build a community—the 33%—and ask people: Are you part of it?
PRE-PANDEMIC
We launched by highlighting a third of public spaces in orange, a visual cue to represent those at risk.
THE KIDNEY RISK QUIZ
We invited people to find out if they were part of the 33% by taking a Kidney Risk Quiz. The quiz, along with the entire campaign site, was designed and written by us.
NKF X TINDER
Since 1 in 3 adults are at risk, we brought the message to Tinder, where 1 in 3 people you swipe could be too. We created a sponsored profile for The 33%, and when users matched, they got a message that led them to the quiz. Despite going live right before lockdown, it drove 5 million impressions in just one week.
NKF X WILMER VALDERRAMA
We teamed up with Wilmer Valderrama to create a PSA that spoke not only to the general public but also to the Hispanic community, who face even higher risks.
SOCIAL
POST PANDEMIC
Once the pandemic hit, we had to pivot fast. With our original crowd-based visuals no longer an option, we reimagined the campaign for a socially distant world, delivering the same impact without losing the sense of scale. Turns out, even a global pandemic couldn’t stop The 33%.
Agency: Berlin Cameron
Creative Director: Jamie Silverman
Copywriter: Arjun Roy
Art Directors: Olivia Leroy, ChanHee Han