NKF Launches “Are You the 33%?” Campaign to Raise Public Awareness for Adults at Risk of Developing Kidney Disease

By Killian Gause

March 2, 2020

Building on the excitement surrounding the Executive Order on Advancing American Kidney Health and National Kidney Month in March, the National Kidney Foundation (NKF) launched an ambitious national public awareness campaign – The “Are You the 33%?” campaign – to raise public awareness of the causes and consequences of kidney disease. The campaign focuses on the 33 percent of American adults at risk for developing kidney disease and is headed by television and film star Wilmer Valderrama, formerly of “That ‘70s Show” and currently starring on the hit CBS series “NCIS.” 

The campaign will include many pathways to reach the 33 percent of Americans at risk, including a social media campaign, compelling visuals, and a PSA featuring Valderrama. Consistent messaging urges individuals to visit www.minuteforyourkidneys.org to learn if they are at risk for kidney disease and how to talk to their doctor about kidney health. Common risk factors associated with kidney disease include diabetes, heart disease, high blood pressure, and family history of kidney disease.

Kevin Longino, CEO of the National Kidney Foundation and a kidney transplant recipient, shared that; “it’s essential to reach the more than 80,000,000 American adults at risk, because if you can diagnose and treat kidney disease early, you can help stave off its life-threatening complications.”

Anupam Agarwal, MD, FASN, President of the American Society of Nephrology (ASN) believes this campaign has the power to help save lives by raising awareness of kidney disease, stating that “more than 90 percent of the 37,000,000 Americans and 850,000,000 individuals worldwide affected with kidney disease are unaware that they are even sick. This silent epidemic often strikes without symptoms. Millions of people won’t know they have kidney disease until their kidneys stop working and it’s too late.”

This campaign is one component of a partnership announced in November 2019 by ASN, NKF, and the US Department of Health and Human Services (HHS) to fulfill Section 3 of the Executive Order on Advancing American Kidney Health to enhance awareness of kidney disease, educate clinical professionals, and spur innovation by those serving the kidney community. In late 2020, ASN will launch an initiative focused on kidney care professionals and elevating the profile of kidney disease among the capital markets.

Individuals interested in learning more about the “Are You the 33%?” campaign are encouraged to visit www.minuteforyourkidneys.org and to follow the conversation on social medica by using the hashtag #MinuteForYourKidneys.

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Building on the excitement surrounding the Executive Order on Advancing American Kidney Health and National Kidney Month in March, the National Kidney Foundation (NKF) launched an ambitious national public awareness campaign – The “Are You the 33%?” campaign – to raise public awareness of the causes and consequences of kidney disease. The campaign focuses on the 33 percent of American adults at risk for developing kidney disease and is headed by television and film star Wilmer Valderrama, formerly of “That ‘70s Show” and currently starring on the hit CBS series “NCIS.” 

The campaign will include many pathways to reach the 33 percent of Americans at risk, including a social media campaign, compelling visuals, and a PSA featuring Valderrama. Consistent messaging urges individuals to visit www.minuteforyourkidneys.org to learn if they are at risk for kidney disease and how to talk to their doctor about kidney health. Common risk factors associated with kidney disease include diabetes, heart disease, high blood pressure, and family history of kidney disease.

Kevin Longino, CEO of the National Kidney Foundation and a kidney transplant recipient, shared that; “it’s essential to reach the more than 80,000,000 American adults at risk, because if you can diagnose and treat kidney disease early, you can help stave off its life-threatening complications.”

Anupam Agarwal, MD, FASN, President of the American Society of Nephrology (ASN) believes this campaign has the power to help save lives by raising awareness of kidney disease, stating that “more than 90 percent of the 37,000,000 Americans and 850,000,000 individuals worldwide affected with kidney disease are unaware that they are even sick. This silent epidemic often strikes without symptoms. Millions of people won’t know they have kidney disease until their kidneys stop working and it’s too late.”

This campaign is one component of a partnership announced in November 2019 by ASN, NKF, and the US Department of Health and Human Services (HHS) to fulfill Section 3 of the Executive Order on Advancing American Kidney Health to enhance awareness of kidney disease, educate clinical professionals, and spur innovation by those serving the kidney community. In late 2020, ASN will launch an initiative focused on kidney care professionals and elevating the profile of kidney disease among the capital markets.

Individuals interested in learning more about the “Are You the 33%?” campaign are encouraged to visit www.minuteforyourkidneys.org and to follow the conversation on social medica by using the hashtag #MinuteForYourKidneys.

Date:
Monday, March 2, 2020