The National Kidney Foundation is joining forces with the U.S. Department of Health and Human Services, the American Society of Nephrology, and actor, activist and entrepreneur Wilmer Valderrama to reach the 1 in 3 American adults at risk for kidney disease. “Are You the 33%?” is a nationwide public awareness campaign relaunching today timed for Hispanic Heritage Month. The campaign, originally launched in March 2020, was paused due to the national pandemic and will run through March
With compelling visuals, a thought-provoking social media campaign and a broadcast PSA featuring Wilmer Valderrama, the campaign, which is available in English and in Spanish, focuses on the 33 percent of adults in the U.S. at risk for developing dangerous, life-threatening kidney disease. Risk factors include diabetes, heart disease, high blood pressure, obesity and family history of kidney disease. Black or African American and Hispanic or Latino people are also at greater risk of developing kidney disease.
“Look around the next time you’re stuck in a traffic jam with a cabbie on your left, an ice cream truck to your right, and a mom driving a minivan in front of you. 1 in 3, or 33%, of your fellow drivers are at risk for kidney disease,” said Kevin Longino, CEO of NKF and a kidney transplant patient. “We believe it’s essential to reach the more than 80 million American adults at risk for kidney disease, especially communities of color which are at higher risk. Addressing the health disparities that exist within these communities is a critical part of the campaign and our overall work in helping people affected by kidney disease.”
“Everyone needs to learn about kidney health,” said Valderrama. “Millions of people have kidney disease. It affects more people than breast cancer or prostate cancer. My family and I are taking this disease seriously. I took the kidney quiz to find out my risk for kidney disease and you should too.” Valderrama has close family members affected by diabetes and high blood pressure, two of the key risk factors.
The “Are You the 33%?” campaign, co-sponsored by the National Kidney Foundation, HHS and ASN is part of a new Public Awareness Initiative of the Advancing American Kidney Health (AAKH) plan. In November, 2019, HHS, NKF and ASN joined in a public-private partnership to implement this awareness campaign. NKF is working with HHS and ASN to align their efforts and elevate the profile of kidney disease as an urgent public health issue. These efforts will increase the campaign’s visibility with the general public and mobilize the kidney community of patients, nephrologists and health professionals to promote new approaches to prevent, diagnose, and treat kidney disease.
This campaign aims to change these odds. The “Are You the 33%?” campaign urges every adult to learn more by taking a simple, one-minute online quiz at MinuteForYourKidneys.org. The campaign microsite and creative assets are available in both English and in Spanish at MinuteForYourKidneys.org.
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