National Kidney Foundation.
ARE YOU THE 33%?
1 in 3 adults in the United States is at risk for kidney disease. We were tasked with spreading the word without leaning on traditional PSAs or using scare tactics. Our solution: establish those at risk for kidney disease as a community called “The 33%” and intrigue people by asking people if they’re part of it.
The campaign went live on multiple platforms just before the pandemic hit, which called for many strategic and creative maneuvers.
Pre-COVID-19 Pandemic
Berlin Cameron kicked off the campaign by creating a unique visual device. We took a look at public spaces and highlighted 1/3rd of them in orange to symbolize those at risk.
THE KIDNEY RISK QUIZ
The primary objective of the campaign was to first spread awareness about the condition by raising the question — “Are You The 33%?” –– and then redirect people to the Kidney Risk Quiz to find out where they stand. The entire quiz/website was designed and written by the Berlin Cameron team.
PARTNERSHIP WITH WILMER VALDERRAMA
Post-launch, we kept the ball rolling by partnering with actor/activist Wilmer Valderrama (That 70’s Show, NCIS) to create a PSA that not only reached out to the general public but also resonated with the Hispanic community who are at an even higher risk of contracting kidney disease.
During COVID-19 Pandemic
Prior to the pandemic, the campaign’s messaging and visuals had leaned heavily on crowds and gatherings to convey the magnitude of the 33%. Once communities went into lockdown, it became clear the campaign needed to change to reflect the new (socially distant) state of the world while still delivering the same impact.
Agency: Berlin Cameron
Creative Director: Jamie Silverman
Copywriter: Arjun Roy
Art Directors: Olivia LeRoy, ChanHee Han