NKF - heart your kidneys

chronic kidney disease is the 9th leading cause of death in the country. yet kidneys never get the same amount of love as our other organs like the heart. we created heart your kidneys, a campaign that encourages people to show their kidneys more love. it came to life with a documentary series where we told real-life stories behind commemorative tattoos. we also created hydration-monitoring tech tattoos that reminds people to drink water when their body needs it most.

Chip and Eric are fellow police officers, friends and now they share kidneys! The Nashville cops traveled to Empire State Studio in Amityville, NY to get a tattoo by artist Tommy Helm commemorating Eric's kidney donation to Chip. #HeartYourKidneys

Paulette Medley knew her ex husband, who was born with kidney disease, would eventually need a transplant. Despite their differences, she donated one of hers to save his life. She is truly a hero. #HeartYourKidneys

Retired Buffalo Bills wide receiver, Donald Jones, continues to 'score' and fight against kidney disease everyday. He decided to commemorate his fight with a tattoo. #HeartYourKidneys

When it comes to vital organs, hearts get all the love. Kidneys get the short end of the stick. But kidneys are essential to keeping you healthy-when your kidneys stop working, so do you. So we're encouraging you to Heart Your Kidneys! #HeartYourKidneys

When it comes to vital organs, hearts get all the love. Kidneys get the short end of the stick. But kidneys are essential to keeping you healthy-when your kidneys stop working, so do you. So we're encouraging you Heart Your Kidneys! #HeartYourKidneys

we collaborated with tommy helms to design a custom set of kidney-themed temporary tattoos, along with tech tattoos and smart water bottles that monitor hydration. the centerpiece was a vintage airstream which served as our tattoo parlor at sxsw.

Screen+Shot+2017-04-12+at+3.05.57+PM.png

hydration-monitoring tech tattoos reminds people to drink water.

The National Kidney Foundation was at SXSW to help support people with, or at risk of, kidney disease.

creative director: gio maletti
art director: kristy heilenday
account director: jennifer dissolve