Involve was commissioned by three pharmaceutical companies (Bayer, Abbot, and AstraZeneca) to develop an information campaign to raise awareness about chronic kidney disease.
10% of Norway’s adult population suffers from chronic kidney disease, and most are unaware of it. Specifically, diabetics, heart patients, and people with high blood pressure are in the at-risk groups.
If the kidneys show symptoms, the disease is already in a serious stage, something most people are not aware of. Therefore, we developed a message that focused on early diagnosis and treatment, with a clear “call to action” for the at-risk groups: Get an annual urine test at your doctor.
In addition to extensive press work, the solution consisted of a targeted social media campaign with five charming animations that included clear “calls to action,” as well as digital advertising and local events through patient organizations, with LNT (The Norwegian Kidney Patients and Transplant Recipients Association) as the main partner.
We chose to adopt a cheerful tone with an emphasis on prevention, instead of contributing to worry about such a serious topic.
Extensive press coverage on “Good Morning Norway,” Dagbladet, KK, regional newspapers, and “Vi over 60” featuring patient cases.
Collaboration with key patient organizations and professional communities resulted in articles with kidney specialists and other information via LHL, LNT, the Diabetes Association, and others’ websites and social channels. Local events and lectures on chronic kidney disease were also held.
Significant impact from the digital campaign on social media, including unique visits to the landing page at LNT, engagement on social media, ad impressions, and link clicks.
The campaign achieved exposure valued at an estimated NOK 5 million in total and an ROI of around 15.