National Kidney Foundation Taps Fitzgerald+CO as Agency of Record

New York, NY (August 19, 2008) - The National Kidney Foundation (NKF) announced today the selection of Fitzgerald+Co as its Agency of Record. The NKF has charged the agency with a new brand campaign aimed at growing awareness of the organization and educating the public about kidney disease and the importance of early detection. Fitzgerald+CO is providing strategic thinking, creative development and account management services on a pro bono basis.

The campaign, scheduled to launch in September, is built around the idea and the tag line “Love Your Kidneys.” It will be fully integrated across TV, print, radio, out-of-home and interactive, and new materials will replace virtually all existing advertising elements for NKF, bringing consistency to the organization’s public messages.

“The idea of ‘Love Your Kidneys’ is a direct call to action that also piques interest to learn more about exactly why and how kidney health is important,” said Chris Hooper, Fitzgerald+CO senior vice-president, group account director.

“Finding our public voice through Fitzgerald’s work can have a positive impact on public health,” said John Davis, National Kidney Foundation CEO. “Few people realize that there are more than 26 million people in the US who have chronic kidney disease and millions more are at risk. We need to get the word out to those at risk that early detection is critical. We know that the ‘Love Your Kidney’ message will help people realize they need to take care of their kidneys through screening and early intervention.”

The relationship between the National Kidney Foundation and Fitzgerald+CO stems from the agency’s long-time friendship with the Foundation’s immediate Past Chairman and NKF national board member, the late Chuck Fruit, a kidney transplant recipient who was also Senior Advisor, Marketing, Strategy and Innovation at The Coca Cola Company.

“We are honored to be working with the National Kidney Foundation,” said Dave Fitzgerald, Fitzgerald+CO President and CEO. “We have a special opportunity to help save lives and grow this organization, to which our dear friend Chuck [Fruit] dedicated his life.”


Celebrating its 25th anniversary in 2008, Fitzgerald+CO ( is one of the leading brand-building agencies in the Southeast, with over $200 million in billings. Part of the Interpublic Group of Companies (NYSE: IPG), the global agency specializes in advertising, media, brand development and public relations. Fitzgerald+CO’s client partners include AFLAC, Amway, Black&Decker, Coca-Cola USA, Durex, Georgia Power, GMAC Insurance, Havertys, InterContinental Hotels, Pergo, QUIKRETE, Raymond James, St. Joe, Time Warner Cable and UPS.

The National Kidney Foundation (NKF)is dedicated to preventing kidney and urinary tract diseases, improving the health and well-being of individuals and families affected by these diseases and increasing the availability of all organs for transplantation. Through its more than 50 affiliates and divisions nationwide, the NKF conducts extensive public and professional education aimed at promoting early detection and improving patient care, provides vital patient and community services, including free screenings for those at risk, advocates for patients through legislative action and supports kidney research to identify new treatments. To learn more, visit