NEW YORK—The National Kidney Foundation (NKF) announced a new brand campaign aimed at growing awareness of the organization and educating the public about the kidneys, kidney disease and the importance of early detection, especially for those at risk.
The theme of the new campaign is “Now!you know,” and the initiative aims to inform those at risk and those who already have kidney disease about what they can do to protect their kidneys and improve their health. “Now! you know” addresses the lack of knowledge about kidney disease, even among those most affected. Research shows that 26 million Americans have kidney disease, most don’t know it and many at greatest risk—the 73 million with high blood pressure or diabetes—are also in the dark about the importance of kidney screening and healthy lifestyle.
The campaign, which includes a new graphics package and simplified logo treatment, is fully integrated across TV, print, radio, out-of-home and digital, and new materials will replace virtually all existing advertising elements for NKF, bringing consistency to the organization’s public messages.
The TV spots were produced almost entirely via desktop and laptop computers and web connections, utilizing the peer-to-peer video service, Skype, to remotely capture intimate, unguarded and authentic stories of how kidney disease has impacted the lives of patients, caregivers, families, health care providers and those at risk.
“The goal of the new campaign is to create a sense of urgency around kidney disease, sound the alert for the millions at risk for kidney disease and provide a call to action which drives them to their doctors for screening and to the National Kidney Foundation for comprehensive information and support services,” said Bruce Skyer, National Kidney Foundation CEO. “Sharing stories of those who learned about the kidneys’ vital role in overall health, those who realized too late about the link between high blood pressure and the kidneys and those who gave the gift of life through organ donation is a personal, powerful and compelling way to communicate these messages. We anticipate this campaign will help educate millions about kidneys, kidney disease and the National Kidney Foundation as the go-to organization.”
The broadcast PSA effort comprises 24 web video vignettes, 30 second TV spots and 30, 20, 15 and ten second radio spots. The PSA campaign launched last month on the Hallmark Channel, and continues on Turner Network's CNN--HLN, Airport Channel—and will soon be distributed online and to broadcast and cable TV and radio outlets across the country.
Inspired by the organization’s rich history, the new signature incorporates the symbols, font and colors—orange and black—associated with the National Kidney Foundation in a modern fashion. Instead of interlocking kidneys , the new logo features a single kidney bean shape along with the text.
“It’s clear and iconic—an easily identifiable update without departing completely from our old signature. The new logo is a fresh version of the existing logo which offers us the opportunity to continue building upon the equity we already have. The colors remained similar since our constituents associate us with them and the simple redesign works better as a single, easily recognized and unique visual representation of who we are across all media,” said Skyer.
The campaign was produced in collaboration with Public Domain, a New York-based hybrid agency and production company that combines creative, strategic and media capabilities with full production and post production. Public Domain regularly partners with nonprofits to implement sweeping changes in their marketing approach in an efficient and streamlined manner.