Make the change for kidney health

GLOBAL HEALTHCARE/DISEASE AWARENESS/ASTRAZENECA/2024/EDELMAN

A compelling campaign with an interactive film experience that literally puts the future of kidney health in your hands by revealing two narratives; one reality shows the devastating impact that undiagnosed and late-stage Chronic Kidney Disease has and the other embraces early diagnosis and how it completely changes the story.

Chronic Kidney Disease affects nearly 850 million people globally and is projected to be the world's fifth leading cause of death by 2040. Despite that, early screening and diagnosis of CKD is simple and would transform the lives of patients, caregivers, health systems, the economy, and even the environment. Make the Change for Kidney Health is a campaign funded by AstraZeneca and supported by the Global Patient Alliance for Kidney Health to call on governments and policymakers to act on CKD and recognise it as an urgent global health issue. The link to the interactive film: Changeforkidneyhealth.com

The interactive film lets viewers flip between two parallel stories - On one side, we see the journey of a person living with CKD and how it affects his life, those in his family, the health system, the economy, and the environment; flip your phone at any point in the film and see the journey of the same person with early screening and diagnosis and how the story changes dramatically.

The key visuals show us the apparent difference between acting on CKD and not acting on it giving policymakers an obvious choice to make the change on kidney health.

CREDITS

Co-Chief Creative Officer EMEA: Stefan Ronge, Mattias Ronge
Chief Creative Officer : Christian Anhut
Account/Client Lead: Lisa Stone
Project Lead: Franziska Schloer
Strategy Lead: Andrew Versfeld
Creative Lead: Joy Chakravorty
Copywriter: Chris Kirk
Art Director: Andy Wyton
Head of Production: Lucie Hackman
Design: Steve Malkerty, Oliver Heard, Albert Botelho
Production House: Unit9, Le Polish Bureau
Film Director Duo: Luke & Joseph (Unit9)
Head Producer: Harry Starkey (Unit9)
Technical Director: Maciej Zasada (Le Polish Bureau)
Technical Lead: Mike Civetti
Editing & Motion Design: Luigi Sibona, Chris Boyle
Still Photography: Julian Ward