Leveraging a global event to deepen disease awareness
World Kidney Day is a global awareness event aimed at promoting understanding of the importance of kidney health. As a first-time sponsor, our pharmaceutical client wanted to leverage World Kidney Day to shine a spotlight on an ultra-rare kidney disease.
The objective was two-fold: to offer valuable information and support to patients; and to promote awareness and knowledge of rare kidney disease amongst the wider public.
Our approach
For any disease awareness campaign to resonate, it must be anchored in evidence-based insights. Our analysis of existing research revealed key patient perspectives around the challenge of diagnosis, including understanding symptoms. With this in mind, we focused our efforts on deepening this knowledge, to ensure the campaign delivered meaningful impact.
Working in a limited timeframe, and with no opportunity to film patients, we brought the patient journey to life by developing a short video featuring two AI-generated avatars. Inspired by real patient stories, the avatars discussed their fictional paths to diagnosis, creating a valuable resource for the newly diagnosed.
The video was supported by an easy-to-read patient guide themed around ‘understanding my rare kidney disease’. Developed in partnership with patients and caregivers, the guide included helpful disease and diagnosis information, plus discussion tips for making the most of healthcare appointments. We also co-developed a patient-friendly rare kidney disease microsite to host the video and patient guide, making them easily accessible to all.
To maximise awareness of World Kidney Day and the resources available, Beyond wrote and designed a series of social media posts. These highlighted the challenges of living with a rare kidney disease, including spotting signs and the route to diagnosis. Furthermore, we created a social media toolkit, offering guidance to affiliates who could post on local platforms, directing the public and patients to find help and support.
Outcome
The video and patient guide were hosted on the global World Kidney Day website, which received 211k views.
In response to affiliates' requests, the patient guide was translated into multiple languages, highlighting a strong demand across various markets.
Notably, the campaign received overwhelmingly positive and appreciative feedback from patients and caregivers, reaffirming its role in addressing a previously unmet need.
“Thank you for what you are doing and for allowing us to help others on this journey.”
Caregiver of a child with rare kidney disease
1 1. World Kidney Day Impact Report 2025. Available at www.worldkidneyday.org/knowledge-bank-files/2025-impact-report/ (Accessed June 2025).