Project Description

Creative Campaign Creation, Branding, Logo, Web Creation, TVC, Launch, PR, Social Media

Problem? Lack of awareness for a killer disease that each year claims more lives than car accidents, suicide and breast cancer and is the 10th leading cause of deaths in Australia.

Known as the silent-killer, 1 in 3 Australians are at increased risk of developing chronic kidney disease and you can lose up to 90 percent of your kidney function before symptoms even begin.

Red Undies Week was created by Girl PR Agency in order to raise awareness, particularly with the younger demographic, to help make kidney health a little bit sexier, cheekier and a lot more fun. A national health campaign, Red Undies week runs from May 22nd-28th created to some ‘decent exposure’ for the cause.

Celebrity photographer Benn Jae shot celebrities Tyler Atkins (who suffers from a kidney disease), Scott McGregor, Laura Dundovic, Conrad Coleby, Jessica Moloney, Amanda Hinchcliffe, Tim Mathieson, Tyler Atkins, Kerri-Anne Kennerley, Carmelo Pizzino, Charlie Brown, Melissa Hoyer, Shelly Horton, Mike Goldman, Bianca Dye, Blake Worrall Thompson, Sophie Falkiner , Kerry Chikarovski, Nacho Pop and model Lola Van Vorst.

Girl PR encouraged the community to upload their very own Red Undies photos to go into the draw to win some exciting prizes and to help raise awareness and funds for Kidney Health Australia.

Coverage was extensive including most major news media including radio (2UE, Nova, Today FM, Sea FM to name a few); The TODAY Show, Sunrise, The Daily Telegraph, The Sydney Morning Herald along with multiple websites, Blogs and social media exposure.