This Animated Kidney Calls Attention to Chronic Kidney Disease

Horizon Therapeutics plc today announced the launch of Down and Out Kidney, a campaign to highlight the damaging effects associated with the accumulation of uric acid and gout in people with chronic kidney disease (CKD).

Down and Out Kidney features an immersive animated video that casts the kidney as the unsuspecting lead character whose growing interaction with uric acid endangers not only himself, but his friends – foot, hand, bone and heart. Using animation as an out-of-the-box way to engage on a serious topic, the video facilitates a conversation with nephrologists about the connection between the kidneys, uric acid and subsequent body-wide urate-burden complications, while drawing attention to the latest research.

“So much of the promotional work we do is clinical. Down and Out Kidney gave the chance to breakthrough and humanise our disease state story. By personifying the kidney and the various body parts affected by gout and uric crystal deposition, we communicate a clinical story in a moving way,” said Steve Hennisch, creative director at AREA 23. “When you consider how passionate nephrologists are about the kidney, our approach makes a lot of sense. After all, doctors are human too. Why shouldn’t our story resonate emotionally?”

“When you look at the data – that one in four moderate-to-severe chronic kidney disease patients has gout – it is clear that there needs to be a shift in how gout is viewed and managed,” said Ingrid McPhilliamy, vice president, gout business unit, Horizon. “With limited time to catch the attention of nephrologists, it is important to engage them on a personal and emotional level. Down and Out Kidney brings to life the burden the kidney undergoes when processing uric acid and when it fails to do so effectively.”