National Kidney Foundation Observes World Kidney Day by Asking “Are You the 33%?”

 
Foundation encourages all Americans to the Kidney Risk Quiz
 
New York, NY – Thursday, March 12, 2020 – Today, March 12, is World Kidney Day, and the National Kidney Foundation (NKF) would like you to observe the occasion by dedicating one minute of your day to take the Kidney Risk Quiz. In just 60 seconds, you can find out if you are the 1 in 3 American adults at risk for developing kidney disease and learn what to do next to address your kidney health.
 
Leading to today’s World Kidney Day observances, NKF kicked off National Kidney Month on March 1st by launching “Are You the 33%?”—NKF’s newest public awareness campaign which focuses on the 33 percent of American adults at risk for developing dangerous, life-threatening kidney disease. Risk factors include diabetes, heart disease, high blood pressure, obesity and family history of kidney disease.  However, kidney disease often has no symptoms and those afflicted won’t know they have it until these vital organs stop working. When kidneys fail, dialysis or a kidney transplant is needed to survive.
 
“Today we observe World Kidney Day, a day that calls attention to the importance of kidneys, as well as reducing the impact of kidney disease globally,” said Kevin Longino, Chief Executive Officer, NKF and a kidney transplant patient. “One day, instead of just observing this day, I hope to celebrate it because preventable kidney disease has been eradicated. Until then, we have a public health crisis and early detection is key to improving patient outcomes. NKF will continue to find ways to reach the public to raise awareness about kidney health, slow or stop the progression of kidney disease, and serve as a voice for patients and organ donors within our government.”
 
The first step to preventing kidney failure is knowing your risk by taking the quiz. If it shows you may be at risk, two simple tests, one blood and one urine, can let your doctor know how your kidneys are doing. It’s easy to get tested and the results can save your life. Starting in May people with diabetes, and those with both diabetes and high blood pressure, who complete the quiz and are at risk will be able to receive a complimentary at-home urine test kit sent by mail. For more information, please visit MinuteForYourKidneys.org.
 
The “Are You the 33%” campaign microsite, public service announcement and all creative assets will also be available in Spanish starting September 15th for National Hispanic Heritage Month.  
 
To further commemorate World Kidney Day 2020, NKF has organized events that will take place across the country. Landmarks and buildings nationwide will “turn orange,” the signature color for kidney disease, including: the Denver City and County Building in Denver, CO; Government Center and Zakim Bridge in Boston, MA; Kenneth F. Burns Memorial Bridge in Worcester, MA; The Chase Park Plaza Hotel in St. Louis, MO; 3 City Center, Legacy Tower, One East Avenue, Rochester City Hall, and Rundel Memorial Library in Rochester, NY; Avera Heart Hospital, First Bank & Trust Building, and the Falls (Falls Park) in Sioux Falls, ND; All Finish Concrete Building in West Fargo, ND; the Terminal Tower in historic, downtown Cleveland, OH; Nationwide Children’s Hospital in Columbus, OH; Benjamin Franklin Bridge and Boat House Row in Philadelphia, PA; Allegheny County Courthouse tower, The Andy Warhol Museum, Carnegie Science Center E-Motion (Weather Cone), Fifth Avenue Place (Highmark Place), The Sails at Grant Street Transportation Center, Koppers Building/Gulf Tower/KDKA Weather Beacon, One Oxford Centre, Pittsburgh City-County Building, and Rivers Casino in Pittsburgh, PA.
 
NKF field offices have also received, or will receive, proclamations for March, including: NKF Serving Alabama, Georgia and Mississippi will receive a Proclamation for World Kidney Day from Georgia Governor Brian P. Kemp; NKF Serving the Alleghenies will receive Proclamations from the City of Pittsburgh and Allegheny County, PA, presented by Council Member Cindy Kirk of Allegheny County, and a Proclamation from West Virginia Governor Jim Justice; NKF Serving Colorado, New Mexico, Montana, and Wyoming received a National Kidney Month Proclamation from Colorado Governor Jared Polis; NKF Serving the Dakotas received National Kidney Month Proclamations in Fargo, ND, and Moorhead, MN; NKF Serving Maryland and Delaware received Proclamations from Maryland Governor Larry Hogan, Baltimore Mayor Bernard Young, and both the State Senate and House in MD; NKF Serving Eastern Missouri, Metro East and Arkansas received a National Kidney Month Proclamation from Missouri Governor Michael L. Parson; NKF Serving New England received a Proclamation from Massachusetts Governor Charlie Baker; NKF Serving Upstate and Western New York received a National Kidney Month Proclamation from Rochester Mayor Lovely Warren; NKF Serving Central Ohio received a Proclamation for National Kidney Month from Ohio Governor Mike DeWine; and NKF Serving Northern Ohio which will receive a National Kidney Month Proclamation from Akron Mayor Daniel Horrigan, as well as a Proclamation for World Kidney Day at Akron Children’s Hospital in OH.
 
This nationwide public awareness campaign was developed by creative agency Berlin Cameron, which has worked with NKF since 2016. In previous years, Berlin Cameron has helped evolve the foundation’s branding as well as created notable campaigns, including “Heart Your Kidneys” to remind the world that kidneys are just as important as every other vital organ, and that early detection is key to improving patient outcomes.
 
NKF would like to thank CVS Kidney Care and Healthy.io for amplifying our call to action to take the quiz and get tested, and to our campaign sponsors AstraZeneca, Otsuka America Pharmaceutical, Inc., and Tricida for independent financial support.
 
 
Kidney Disease Facts
In the United States, 37 million adults are estimated to have chronic kidney disease—and more than 90% aren’t aware of it.  1 in 3 American adults are at risk for chronic kidney disease. Risk factors include diabetes, high blood pressure, heart disease, obesity and family history.  People of African American, Hispanic, Native American, Asian or Pacific Islander descent are at increased risk for developing the disease.  African Americans are 3 times more likely than Whites, and Hispanics are nearly 1.5 times more likely than non-Hispanics to develop end-stage renal disease (kidney failure).
 
About the National Kidney Foundation
The National Kidney Foundation (NKF) is the largest, most comprehensive, and longstanding patient-centric organization dedicated to the awareness, prevention, and treatment of kidney disease in the U.S. For more information about NKF, visit www.kidney.org.
 
About Berlin Cameron
New York-based Berlin Cameron is a strategic and creative lead agency that is well known for accelerating the growth of iconic and challenger brands by building their cultural relevance. Owned by WPP, Berlin Cameron has the agility of a small boutique agency with access to the global scale of the much larger WPP. For more, visit www.berlincameron.com and Twitter, Facebook, and LinkedIn.