Assignment: Most people believe heart attacks strike without warning. But, the body sends signals long before a cardiac event. Those quiet yet important signals come from the kidneys. The signals are often ignored or misunderstood until it escalates into a life-altering crisis. The challenge was to bring attention to a condition in order to get people at risk to ask their doctor about a uACR test to detect it early. 

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Solution:  By reframing the kidneys as sending distress signals to the body, the campaign transformed a complex medical connection into a simple, human truth that your body may be asking for help. To bring greater attention and ground the idea in real life, we partnered with Octavia Spencer and Sofía Vergara – two public figures with personal ties to CKD risk. Octavia, who lives with high blood pressure and type 2 diabetes, brought firsthand credibility to the message. Sofía, spoke as a caretaker whose mother has high blood pressure, delivered the message through a personal lens, with cultural resonance that authentically connected with Hispanic audiences disproportionately at risk. Together, they took on the mission to break through complacency, translate medical risk into emotional urgency, and motivate people to get the uACR test.