Highly commended
Bloody Amazing Kidneys
Summary of work
Kidney disease causes more deaths every year than breast cancer or a prostate cancer, yet there remains a shocking lack of awareness for a condition that affects 10% of the population. People with kidney disease tell us that the lack of awareness of their condition leaves them feeling isolated and ignored.
We launched our #BloodyAmazingKidneys campaign to celebrate the amazing job our kidneys do to keep us well, and to raise awareness of the impact that kidney disease has on millions in the UK.
We created a visually striking and digital-first campaign to encourage people to take five minutes to complete an online Kidney Health Checker and find out if they are at higher risk of kidney disease. Since the campaign's launch in October 2024 over 300,000 people have completed the Checker, with over 150,000 people finding out they are at higher risk.
Those individuals have been linked to information about kidney disease and provided with a personalised letter to take to their GP to request the simple tests that can diagnose kidney disease early.
We have started conversations, alerted people to risks they may have remained unaware of, and elevated the profile of this widespread and potentially life-altering condition.
Judges’ comments
This campaign by Kidney Care UK was successful in getting people to engage and act beyond the campaign, with great data at the end to show how many people they had supported. It showed that getting the tracker out there was successful. The Implementation was disciplined and highly effective digitally. One of the strongest examples of data‑backed behaviour change at scale.
