The Challenge
The American Society of Nephrology represents over 21,000 kidney health professionals committed to ridding the world of kidney disease. But there was a problem: members couldn't agree on the most basic steps to make progress. The organization was fractured, and without alignment, their mission was stalling. ASN needed to unify and motivate their membership around a clear path forward.
Our Approach
We started with deep comprehensive quantitative research across the entire membership. Our goal was to cut through the disagreement and find common ground.
The data revealed something powerful: while members debated the details, they actually agreed on four core priorities. We used this insight to create "United 4 Kidney Health," an integrated campaign built around these shared strategic pillars.
Rather than featuring corporate messaging, we spotlighted real, diverse kidney health professionals and their personal commitment to each initiative. The campaign became the organizing idea behind ASN's marketing, communications, and annual conventions for three years.
The Results
- The vast majority of ASN members signed a pledge affirming their commitment to the four "United 4 Kidney Health" initiatives
- The campaign became the foundation for three years of successful conventions
- Content tied to the campaign received consistently strong reviews from attendees
- Transformed a fractured organization into a unified movement
The Impact
Through research-driven strategy and authentic storytelling, we didn't just create a campaign, we created alignment. "United 4 Kidney Health" gave 21,000 professionals a shared language and a clear direction, transforming internal discord into collective action toward ending kidney disease.
