This video for the National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK) highlights risk factors for kidney disease, how to get tested, and how viewers can "level up" by following their kidney health.
A visual designer and I created the Mr. Kidney (aka "Mr. K") character in 2019 to add some more visual engaging assets to NIDDK's National Kidney Month campaign. As the head of video content, I felt there was a problem: kidney health information is highly valuable, but not enough eyeballs were seeing that info. How could we capture more attention?
Mr. K has been the face of this annual campaign ever since. Following the implementation of Mr. K, we saw a 40% YoY increase in YouTube video views and average percentage watched. And following the success of this new strategy, Mr. K was included across all other visual assets for the yearly campaign, including web banners, flyers, and webpages.