Creating a Multicultural Campaign for Early Detection

The National Kidney Foundation’s “Are You The 33%?” campaign helped more than 538,000 people complete a kidney-health risk quiz, driving early awareness and action among communities disproportionately affected by kidney disease. Through culturally grounded messaging, emotional storytelling, and highly targeted digital outreach, the campaign generated 130.6 million ad impressions and 1.79 million website visits.

With one in three American adults at risk for kidney disease, the National Kidney Foundation (NKF) sought to improve early detection and care for people at risk. The initiative focused particularly on reaching Hispanic, African American, Native American, Arab American, and rural communities—populations that face disproportionate risks and barriers to kidney health care.

NFK parted with Reingold to develop a campaign that motivates priority populations to assess their risk for kidney disease and reengage in treatment.

Reingold helped developed the “Are You The 33%?” campaign, which was grounded in extensive interviews with Black, Hispanic, and Native American patients. These insights guided the development of culturally and linguistically resonant messaging that empowered individuals with knowledge and authority over their health.

The campaign adopted an emotional storytelling tone that highlighted real people beyond the statistics to inspire action and ensure diverse audiences felt seen and understood. The creative emphasized the critical statistic that 1 in 3 adults in the U.S. are at risk of kidney disease, paired with personal testimonials to remove stigma and build urgency.

The campaign utilized highly targeted digital advertising across platforms such as Facebook, mobile-optimized quizzes, and inclusive digital ads to ensure it reached people where they already were, helping them take the first steps toward kidney health and creating actionable pathways to care.