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Chronic kidney disease is the 9th leading cause of death in the U.S., yet many people don't know anything about it. The National Kidney Foundation is committed to changing this. To raise awareness, we created Heart Your Kidneys--a social and experiential campaign that encourages people to show their kidneys more love, in the same way they do their heart and other vital organs. We played off the culture of tattoos that kidney donors and recipients sometimes get to commemorate their experience. In addition to a set of educational videos, we helped coordinate a few tattoos in a series dubbed "Scars and Ink", and collaborated with artist Tommy Helms to design temporary, kidney-themed tattoos. We brought all this to SXSW, along with tech tattoos and smart water bottles that monitor hydration, a big factor in maintaining kidney health.
National Kidney Foundation saw a 20% engagement increase with 140 million impressions, and over 230,000 views.