How are people affected by APKD?

Communications Planning


A pharmaceutical company

The Challenge

APKD (adult polycystic kidney disease) is the most common inherited cause of serious renal disease. However the actual impact of the disease on people’s lives is less well understood and for the most part hidden from sight.


The team were tasked to illuminate the human experience and the impact of the disease across different environments: home, social life, work and recreational activities.


The ethnographic films supported a pan European PR campaign raising awareness among key target audiences including patients, advocacy groups, physicians, payers, regulators of the impact of ADPKD on patients and their families. They films were shown across social media channels and shared at conference events throughout the duration of the campaign reaching audiences right across key EU markets.

Living with APKD