The concept was based on the vital importance of the kidneys for the whole body. If kidneys lose their functions, all organs get affected. Dialysis patients aren’t even capable of drinking water. We symbolized this case with a kidney-shaped perforated paper cup on our ad. The paper cups fit perfectly for a public activity.

Our client was proud of the concept and decided to share it with the Association of Nephrology and Turkish Kidney Foundation to co-promote it. The TKF used the same campaign at the scientific panel where the Turkish Minister of Health was the guest speaker. Being a social awareness action, the kidney campaign resulted in 12,000 hits on the web page www.bobreklerinizsagliklimi.com in 2 weeks.