KRISTY HEILENDAY
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National Kidney Foundation

NATIONAL KIDNEY FOUNDATION

NATIONAL KIDNEY FOUNDATION

Heart Your Kidneys

Chronic kidney disease is the 9th leading cause of death in the U.S., yet kidneys never get the same level of attention as other vital organs, such as the heart. So we created Heart Your Kidneys—a digital and experiential campaign that encourages people to show their kidneys more love, playing off the culture of tattoos that kidney donors and recipients often get to commemorate their experience.

It came to life through a series called Scars & Ink, where we documented people’s stories behind these tattoos. We also created a set of temporary tattoos, hydration-monitoring tech tattoos, and 3 short educational videos.

↑ SCARS & INK ↓

EDUCATIONAL VIDEOS

#HeartYourKidneys at SXSW

We collaborated with tattoo artist Tommy Helms to design a custom set of kidney-themed temporary tattoos, along with tech tattoos and smart water bottles that monitor hydration—a key factor in maintaining kidney health. The centerpiece was a custom-outfitted vintage airstream which served as our tattoo parlor, aka the “Inkstream”.

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