The opportunity

When it comes to managing rare kidney disease IgAN, nephrologists often turn to treatments that address what is visible, i.e. inflammation. But to give IgAN patients the best chance, we need to go beyond, moving up the disease’s cascade to address its invisible origins.

The Idea

Use a tree metaphor to quickly and convincingly communicate the need to address the root cause of IgAN. This gorgeously gothic kidney-shaped tree has gnarled, sick roots that threaten the branches and leaves above ground. Its threatening face can’t be seen from above, but we need nephrologists to remember that it’s there.

Why it works

The threatening tone and mood is palpable

It’s a universally recognisable metaphor that perfectly incapsulates IgAN’s visible symptoms vs. invisible immune cascade

It’s convincing in its message not to be superficial in our approach to IgAN.