• Strategy
  • Brand Identity Design
  • UI Design
  • Social Media Campaign
  • Display Advertising

Do you know your kidney numbers?


Irish Kidney Association


Chronic Kidney Disease (CKD) is a condition in which the kidneys cannot perform their normal functions. Your kidneys lose the majority of their filtering ability and, as a result, fluid and waste builds up in your body.

CKD usually develops slowly, with few signs or symptoms in the early stages. Many people with CKD do not realise they have a problem until their kidney function has decreased to less than 25 percent of normal. This damage usually occurs slowly, and is not reversible.

The Brief

Due to CKD often going undiagnosed, the Irish Kidney Association approached The Smart Group about managing a campaign to encourage the general public to speak to their doctor about getting tested for the illness. They also wanted to push the message to Healthcare Professionals as their patients are counting on them to provide an early diagnosis.


The Approach

CKD can be a scary topic of conversation. But for this campaign, we did not want to use scare tactics. We wanted to arm the public with the knowledge to understand if they were at risk of CKD and whether they needed to check in with their doctor. A friendly kidney character, named Sidney, was designed to highlight key points with our audience.


The two numbers people need to be familiar with to assess their kidney health are albumin to creatinine ratio (ACR) and estimated glomerular filtration rate (eGFR). These are referred to as your “kidney numbers” and are determined through simple blood and urine tests. It is that reason why our kidneys are ‘counting on us’ to book this test with a doctor, and why patients are ‘counting’ on their doctors to detect the illness.

To reach a broad target audience, varying in age, we pushed this campaign out across multiple channels, those including, Facebook, Instagram, LinkedIn, Radio, HCP websites, and also through posters and leaflets in pharmacies across Ireland.

Play Video
Play Video
Play Video

View More of Our Work


Raising awareness of Atrial Fibrillation and Stroke through H.A.R.V.

Swag Hut

The reinvention of ordering company branded swag