AstraZeneca HK's campaign highlights the importance of early detection for chronic kidney disease

AstraZeneca Hong Kong has unveiled a new campaign “Listen to Your Kidney”, which aimed at raising awareness of chronic disease and the importance of early detection among audience aged 40 or above.

Done in collaboration with PR agency Edelman, the campaign draws inspiration from the local talent show “中年好聲音 (voice of mid-age talents)”, to effectively engage and connect with its target audience. Featuring TVB artist Bill Ng, the senior singer from the talent show, the campaign aims to convey the message in a relatable and impactful manner.

To raise awareness of kidney health and chronic diseases, the brand has released a brand-new song, specifically composed for the campaign, to incorporate the messages on the importance of early detection for chronic kidney disease and encourage sign-ups for the screening. The song comes with a catchy melody and lyrics, aiming to capture the attention of the audience.

In addition to the song, the brand has also produced a promotional video and a music video, both tailored for this campaign, on social media. Ng himself starred in these videos, and was seen returning to the talent show stage and being reminded by the judges, who are healthcare professionals in real life, to pay attention to hidden symptoms and take good care of his kidney health. 

Both videos were rolled out on Facebook and YouTube from 31 July.

Commenting on the campaign, Ng said: “Chronic kidney disease is the sixth killer for Hong Kong people, so everyone really needs to undergo urine test regularly to reassure the safety for themselves and their families.”

MARKETING-INTERACTIVE has reached out to AstraZeneca HK for more information.

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