The Kidney Kid

A quick guide for you to start your local Kidney Kid Campaign!
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Have you heard about The Kidney Kid?

This international corporate social responsibility (CSR) initiative is a comprehensive ‘edutainment’ (education and entertainment) program with a key hero character, The Kidney Kid, and his friends.

Started in Asia Pacific in 2017, The Kidney Kid educates children and their carers about their kidneys, in an eye-catching and interactive way through multiple media, materials and activities. In 2020, The Kidney Kid’s footprint was expanded to other continents like North America and Latin America, reaching more children.

Our vision that The Kidney Kid will become the most famous kidney health awareness program for children and their caregivers around the world, while raising brand awareness for Fresenius Medical Care.

It’s a Win-Win
for you!

The Kidney Kid can help deliver
your business goals and objectives.

Stakeholder engagement

Through the Kidney Kid, you can engage and interact with your customers, healthcare professionals, renal associations and societies, and more!

By inviting them to co-organize the campaign and jointly promote the prevention of chronic kidney disease, The Kidney Kid provides you a great opportunity to build rapport with them.

It’s a Win-Win
for you!

The Kidney Kid can help deliver
your business goals and objectives.

Strong branding

The Kidney Kid is a fun, engaging activity that everyone will enjoy, among all your employees. By being involved in a CSR campaign and contributing to chronic kidney disease prevention, your team will be more engaged and feel proud of our company!

It’s a Win-Win
for you!

The Kidney Kid can help deliver
your business goals and objectives.

Employee Engagement

The Kidney Kid is a fun, engaging activity that everyone will enjoy, among all your employees. By being involved in a CSR campaign and contributing to chronic kidney disease prevention, your team will be more engaged and feel proud of our company!

Start A CAMPAIGN - IT'S EASY!

Buildyourteam

Form a CSR team in your organization to kick start this fun and meaningful journey!

Share with them the background, key facts, assets and materials with the CSR team, to discuss what will work for your community.

What campaign do you want to organize?

DIGITAL ACTIVITY

The Kidney Kid Initiative offers a wide range of digital assets that you can leverage to promote the cause digitally, e.g. visuals, graphics, digital advertisements, the kidney kid website and game app. Here are what you can do to promote the Initiative and kidney health to children digitally:

Corporate website

As the first step, you can introduce The Kidney Kid Initiative on your local website. Explain the background and the vision of the Initiative, and direct the visitors to look for more ‘edutainment’ resources at www.thekidneykid.org as well as the game app.

The Kidney Kid website and game app in your language

With translation provided by you, we can add your language to The Kidney Kid website and game app, so you can further leverage these tools as part of your digital campaign. Please contact AP Corporate Communications and Branding Team for details.

Produce giveaways

As the ‘gifts’ in your digital campaign, you may produce some cool Kidney Kid giveaways and outfit items.

Promoting through your colleagues

Introduce The Kidney Kid through your internal communications channels. Internally, encourage them to use The Kidney Kid stickers on Teams.

Encourage them to use the stickers in instant messaging apps to spread the kidney health message to their friends and family.

Digital campaign ideas

Through digital platforms and channels, there are a lot of campaigns you can organize:

Competition for kids, e.g. drawing competition
Call for parents to subscribe for a free ‘Kidney Kid’ package, which they can use to edutain their children
Live broadcast sessions where your staff can become hosts to teach parents and children about kidney health

Social media

If you have your own local social media channels, use the digital assets of The Kidney Kid to create posts to spread the message.

You can also work with digital agency to implement a full digital marketing campaign, with advertisement placements in Google, social media channels and children/ parenting websites.

Influencers

Identify parenting influencers in your community. Introduce the initiative to them and offer them with your The Kidney Kid giveaways. As the edutainment program is interesting to their audience, they are prone to share about The Kidney Kid on their channels.

You may also engage an agency to run an influencer campaign locally.

FACE-TO-FACE ACTIVITY

You can organize an activity to directly teach the children kidney health message. Watching how the message is received by the children in a fun way, you and your team will have the most rewarding experience!

A typical activity of The Kidney Kid will be a half-day event at a school or other children facilities. Follow the steps below to make it happen:

Adapt the materials

There are comprehensive assets developed for you to organize your local The Kidney Kid program. Print and produce these materials such as the activity booklet, outfit items for the upcoming activities. You may translate or adapt these materials to suit your needs.

Contact facilities

Reach out to schools, playgrounds, children’s hospitals or orphanages to introduce the Initiative and offer a fun, educational half-day activity for the children there. If you have samples of The Kidney Kid materials, it will help the facilities to understand our initiative.

Call for volunteers

Once the activity is confirmed, engage your employees as volunteers. Explain the initiative to them and offer them the Kidney Kid shirts to wear on the event day. It will be a happy experience for them!

Partner with your local renal organizations

You may also work with your local renal organizations for the cause. Reach out to them early to explore collaboration opportunities and invite their representative to be the ‘speaker’ at the event. This will not only bring in their expertise to the cause, but also help to strengthen your relationship with them.

Organizing the activity

Ensure you have all the materials printed and ready for distribution. Plan ahead and arrange for the logistics.

You may follow the below rundown with The Kidney Kid assets. Feel free to enrich the event with more creative ideas:

Start the day by introducing yourself and the program
Present The Kidney Kid video
Distribute the materials (superhero masks, capes, name tags, t-shirts, colouring pencils and the Kidney Kid activity booklet, tablets with the app) and engage the kids to play around with them
Teach the children about kidney health with The Kidney Kid awareness presentation
Help the children to fill out The Kidney Kid Activity Booklet
Do some light physical exercise with the children
Challenge the children with The Kidney Kid quiz
Invite everyone to take pictures with the Kidney Kid backdrop and the mascot
Remember...

Make sure you have obtained necessary approval to execute the campaign in the desired location. When photographing or filming people, you should ask them to sign a consent form. There is a standard template for The Kidney Kid activities, and you can check with your legal counsel to make sure it complies with the local laws and regulations for use.

After your event is successfully organized, please share your achievements to our other colleagues and to more people beyond the organization. You can find more resources to support your communication in the campaign toolkit.

In fact, you can also do both!

Organize the face-to-face activities while leveraging the digital assets, or promoting the CSR efforts externally through digital channels… You can be creative and invent more ways to engage the children!

Learn about The Kidney Kid activities around the world

‘The Kidney Kid Influencer’ squad
in India
The famous kidney health awareness campaign in Taiwan
The China
success story
Bringing The Kidney Kid
to children’s homes in
North America

TESTIMONIALS

“In Asia Pacific, many of our countries have achieved great success through launching The Kidney Kid with our local healthcare professionals and renal organizations. By joining hands to work towards the common goal – CKD prevention, we strengthen our partnership with the renal community.”

Harry De Wit, President and CEO
Fresenius Medical Care Asia Pacific

“In Asia Pacific, many of our countries have achieved great success through launching The Kidney Kid with our local healthcare professionals and renal organizations. By joining hands to work towards the common goal – CKD prevention, we strengthen our partnership with the renal community.”

Harry De Wit, President and CEO
Fresenius Medical Care Asia Pacific

“In Asia Pacific, many of our countries have achieved great success through launching The Kidney Kid with our local healthcare professionals and renal organizations. By joining hands to work towards the common goal – CKD prevention, we strengthen our partnership with the renal community.”

Harry De Wit, President and CEO
Fresenius Medical Care Asia Pacific

“In Asia Pacific, many of our countries have achieved great success through launching The Kidney Kid with our local healthcare professionals and renal organizations. By joining hands to work towards the common goal – CKD prevention, we strengthen our partnership with the renal community.”

Harry De Wit, President and CEO
Fresenius Medical Care Asia Pacific

“In Asia Pacific, many of our countries have achieved great success through launching The Kidney Kid with our local healthcare professionals and renal organizations. By joining hands to work towards the common goal – CKD prevention, we strengthen our partnership with the renal community.”

Harry De Wit, President and CEO
Fresenius Medical Care Asia Pacific

Harry De Wit, President and CEO
Fresenius Medical Care Asia Pacific

Harry De Wit, President and CEO
Fresenius Medical Care Asia Pacific

Have more questions? Talk to us!

Dr. Alexandra Villar

Vice President Corporate Communications and Branding
Asia Pacific
Alexandra.Villar@fmc-asia.com
Chat with me

Gillian Keung

Senior Manager Corporate Communications and Branding
Asia Pacific
Gillian.Keung@fmc-asia.com
Chat with me

Wish to share the complete guide with your team?

Download the starter kit here