Kidney Health - End Dialysis by 2050

Dialysis is a treatment many people have heard of, but very few know the reality of what a life on dialysis is like. This campaign is about creating a visceral reaction to the reality of dialysis. It’s long. It’s tiring. It’s uncomfortable. It’s bleak. It’s 3 times a week for the rest of your life.

We want to answer the question: why is it so important to end dialysis?

This piece was all about showing a harsh reality. We followed the day of a real dialysis patient as he attends his dialysis appointment for another time this week. Shooting with an intimate ETB crew over one day, we aimed to create a visually striking campaign that placed the audience directly into this lifestyle. A poignant and powerful sound design was also key to this campaign.