The video above begins as a variant of the famous and award winning ‘Dumb Ways to Die‘. Fortunately, the video quickly evolved into its own style. It is the new campaign from the American National Kidney Foundation (NKF).
The video is part of a wider range of campaign items designed to promote kidney health and motivate people to get their urine screened.
EverybodyPees, the name of the campaign, focuses on the places people pee. The number one goal of the campaign is to link one of the kidneys’ primary functions — the production of urine — to overall kidney health. Pee is important because urine testing can reveal the earliest signs of kidney damage.
Kevin Longino, interim CEO of the National Kidney Foundation:
Our research has shown that half of Americans don’t understand that healthy kidneys are responsible for creating urine. Urine also happens to hold the key to catching kidney disease, especially among the 73 million Americans who are at risk. The message may be unconventional, but it is educational and actionable – get your urine checked for kidney health.
EverybodyPees is NKF’s first attempt to tackle a serious national health problem from a relatable, consumer angle. The campaign was produced in collaboration with Publicis LifeBrands Medicus.