By your side
We showed life with chronic kidney disease
as it's never been seen before.
Kidney Research UK
7.2 million people in the UK are currently living with chronic kidney disease. That’s 1 in 10 of us. Yet 50% don’t even know they have it. That was our challenge: despite those staggering numbers, not enough people are aware of the devastation it can bring or how it can silently turn lives upside down.
Enter By your side, a creative platform aimed at repositioning Kidney Research UK as the UK’s leading charity that not only helps prevent and find cures, but also ensures people feel seen, heard and understood wherever they are on their kidney journey.
To do this, we knew we had to capture the community's experiences honestly and powerfully, and show life with chronic kidney disease as it's never been seen before.
So we put patients, families, researchers, clinicians and volunteers front and centre, working closely with them through dozens of hours of UGC footage and hundreds of photographs to create a unique film that lifted the lid on the real, messy experiences of life with kidney disease.
The campaign launched with a hero film, a suite of bite-sized edits, paid social activity and a partnership with Mail Metro Media, including press ads, branded content and videos across their social channels.
Media was handled by Medialab.
