To raise public awareness about chronic kidney disease, we have developed a special campaign for our client AstraZeneca called Kidney Queens! We decided to base our campaign, which primarily promotes awareness for kidney function testing, on real people. People we might meet on the street, people who might be our neighbors and have a real CDK problem or have just discovered it!
Here we find Jasna, Andrea, Damijan and Renata. Four people with different characters, different kidney problems and different aspirations for their lives and the progress of the latter.
We decided not only to paint our real faces, but also to film them. We record their statements, a genuine perspective on how important it is to take care of our kidneys.
We then broadcast this video content on You Tube channels and elsewhere. They were viewed by more than 200,000 people.
LANDING PAGE
We created a landing page to include more information about CDK and how we can prevent it.
We have combined information from our brochure with statements and video messages from real people.
The landing page is interactive and is also the main information point for the communication channels used.
See more at https://ledvice-kraljice.si/.
In all major cities across Slovenia, such as Ljubljana, Maribor, Celje, we had TAM-TAM posters with our real faces from the campaign.
The main message on the posters was: Kidneys are queens!
It's time for the kidneys to get the attention they deserve. Early diagnosis is crucial in CLL.
We also included a QR code on the posters that takes you to the landing page of the campaign.
In addition to the TAM-TAM posters, we also had banners on the biggest national portals in Slovenia, such as 24ur.com, siol, zurnal and delo.si.
In addition, we prepared different banner sizes, which were also used on Google ads and other social media channels. The result was just over 1.5 million impressions.
During the campaign, there was and still is a national radio activation, where we had traditional ads, plus a radio activation with the participation of the team. We chose Radio Centre.
Radio Centre employees went on a testing mission and shared their results, events and more with us on their social media. Radio Centre also ran a broader media campaign on the latter, reaching thousands of people.
NOW kidneys will get the attention they had never had before!