Kidney disease is a growing crisis. An estimated 7.2 million people in the UK are living with chronic kidney disease, facing gruelling treatments and, currently, no cure. Kidney Research UK needed a legacy proposition that could help them on their mission to build a future free from this cruel disease.
The new proposition would have to stand out in a crowded legacy market– particularly amongst research charities – and needed to be grounded in audience insight, flexible enough to work across all channels and powerful enough to last.
Speaking to people affected by kidney disease uncovered an important emotional truth: kidney disease isn’t only about lives lost, it’s about life lost. The freedom to be spontaneous. The independence to live on your own terms. Careers, relationships and plans for the future can all be interrupted by the demands of the disease.
And when we explored what people wanted research to make possible, the answer wasn’t expressed in scientific terms. They wanted normality: a future where dialysis doesn’t dictate the diary, where travel plans can be made without hesitation, where pain, fatigue and treatment don’t get in the way of the moments that matter. That insight led us to Set life free.
Our proposition was built around a simple truth: kidney disease stops life’s natural flow; research has the power to get it moving again.
