Kidney Awareness

1. A Time Bomb
By
Carlos Candedo

2. • This project was inspired by my grandfather, the
man who brought me up.
• He suffered from high blood pressure most of his
life.
• In the year 2000 he was diagnosed with end
stage kidney failure.
• He underwent dialysis treatments from 2000 to
2010 when he died.
ProjectGenesis
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Kidney Disease Carlos Candedo

3. ProblemStatement:
How to bring awareness or
prevention about kidney failure
before individuals are diagnosed
with severe kidney disease?
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Kidney Disease Carlos Candedo

4. Strategy
• Catch a larger audience in my target group by
using printed matter rather than electronic me-
dia.
• Locate posters in places where the target
audience is likely to congregate, ie.
neighborhood markets, barbershop, etc.
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Kidney Disease Carlos Candedo

5. StrategyExplanation#1
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Kidney Disease Carlos Candedo
• Distribute posters in public places such as subway, bus
stations, supermarkets, coffee shops, churches and other
community gathering places.
• Hang posters in public places such as the subway, bus
stations and public bathrooms.

6. StrategyExplanation#2
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Kidney Disease Carlos Candedo
Social Media
• Plan to expand posters’ information by
referring target audience to Facebook,
instagram, etc. where additional and more
detailed information can be posted with
statistics and tips to keep kidneys healthy.
• Refer target audience to the National Kidney
Foundation site.
• Cast a wider net through the use of multiple
languages.

7. DesignSolution
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Kidney Disease Carlos Candedo
• Selecting the right metaphors to represent my
target audiences.
• Testing different types of typefaces to represent
a modern message with my slogans.
• My theme for the posters to try to demonstrate
happiness with images, while at the same time
educating the audiences about how to prevent
kidney diseases.

8. DesignSolution
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Kidney Disease Carlos Candedo

9. Testingwith
Users
• Users who viewed the poster series liked the
images, the message and the bright colors.
• Some users thought I should have used more
illustrations of kidneys.
• Users liked the posters because the message
was easy to understand.
• Some users and the expert thought I should have
also used scary illustrations to be more effective
with some people.
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Kidney Disease Carlos Candedo

10. LiteratureReview
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These are some of the sources I
researched for information:
• Scientific journals, such as The Lancet, Indian
Journal of Nephrology and Journal of Clinical
Medicine.
• The American Kidney Society website.
• Time Magazine on the November 21, 2005 issue.
Kidney Disease Carlos Candedo

11. LiteratureReview
Fndings
• Chronic Kidney Disease is impacting 14% of the general
population.
• One in ten people have Chronic Kidney Disease and more
than 2 million die every year from kidney failure.
• Nearly 30 million Americans are suffering from Chronic
Kidney Disease, and the majority (two-thirds) of the
disease is due to other illnesses such as Diabetes and
high blood pressure.
• African Americans are accounted for 35% of kidney
failure in the United States”, while Hispanics (1.3)
and Native Americans (1.2) are nearly 2.5 times the
amount to receive kidney failure compare to Caucasian.
Kidney Disease
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Carlos Candedo

12. CompetitiveAudit
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Kidney Disease
My competitive audit includes posters
from campaigns from different
organizations aimed at preventing
diabetes, high blood pressure, and renal
failure.
Carlos Candedo

13. Competitive
AuditFindings
Pros
• Some graphics are effective
in terms of visuals used, i.e.
hierarchy of colors, fonts and
images to convey their message.
• A couple of campaigns convey
the feeling of fun and warmth in
their visuals.
Cons
• Not all campaigns address
kidney disease.
• Some are sterile and cold in
design.
• They are all monolingual and
access a limited audience.
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Kidney Disease Carlos Candedo

14. LandscapingAnalysis
Function
Form
Everybody pees
Think Kidneys
Kidney Research
UK
The
Kidney
Foundation of Canada
Heart
your Kidneys
World
Kidney Day
The
Lancet Kidney
DaVita Dialysis
National Kidney
Foundation of Hawaii:
TMF
Quality Innovation
Network
Kidney
Smart Campaign
Performance
Excellence and Accountability
in Kidney Care (PEAK)
United Nurses
Associations of California
Do I have
prediabetes
Center for Disease
Control and Prevention
Diabetes Australia
Diabetes UK
World Diabetes
Day
Blood Pressure
UK
Stroke Association
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Kidney Disease Carlos Candedo

15. FindingOpportunity
Space
Improvements
• The text in some campaigns could present
information in a more persuasive fashion
with a more personalized feeling to it.
• The majority of these campaigns present the
information clearly and are good examples of
graphic design. They need to be available in
multiple vehicles.
• These campaigns should include eye-catching
posters highlighting the importance of better
dialysis facilities.
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Kidney Disease Carlos Candedo

16. Audience
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• African-Americans, Hispanics and
Native-Americans are at the highest risk
of kidney failure.
• These communities are likely to suffer from
this disease because of diabetes, high blood
pressure, heart problems.
• The type of foods they usually digest, high in
sugars, carbohydrates and empty calories, as
well as the amount of salt is in their meals are
all good causes of kidney failure.
Kidney Disease Carlos Candedo

17. MoodBoard
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Kidney disease is the 9th leading cause
of death in the United States. An
estimated 31 million people in the
United States have chronic kidney disease.
Kidney Disease

18. Persona#1
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19. Persona#2
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Kidney Disease Carlos Candedo

20. Persona#3
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Kidney Disease Carlos Candedo

21. Vehicle
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The best approach for the
success of this project is to
develop a variety of posters
to bring more awareness to
kidney health.
Kidney Disease Carlos Candedo

22. NextSteps
• By March 31 the completion of research.
• By April 15 brainstorm concepts for posters.
• By April 30 start developing a variety of
posters.
• By May 16 the poster prototype needs to be
done.
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Kidney Disease Carlos Candedo

23. ScopeandLimitations
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• To bring awareness of kidney failure.
• Reach targeted audience through a
campaign based from posters.
• The posters are the initial visual contact
for potential target groups and will
contain additional contact references.
Scope
• Statistics say indicate that the majority
of people afflicted by this conditions are
African-Americans, Hispanics and Native
Americans.
• This campaign is intend to target these
groups.
• This campaign will not include a design
of a website, but will refer to existing
sites that contain further information
they need.
Limitations
Kidney Disease Carlos Candedo

24. Concepts#1
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Fruits and
Vegetables
Amigos of a Healthy Kidney
Kidney Disease Carlos Candedo

25. Concepts#2
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A Sick Kidney is a Time Bomb
Sparkling Fuse
Kidney Disease Carlos Candedo

26. Concepts#3
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Your Life is on the Balance
Scale
Kidneys on a Scale
Kidney Disease Carlos Candedo

27. OriginalPrototypes
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28. Conclusion
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Kidney Disease Carlos Candedo
In doing my research and observing my target group, I
concluded that the most accessible way to reach my target
audience is through posters placed in locations where
they tend to congregate, such as community places of
assembly, markets, laundromats, etc.
The posters should urge people to eat more natural
products such as fruits, vegetables and grains, keep
the body hydrated, exercise and keep active, don’t
smoke and get regularly tested for high blood pressure
and high blood sugar.

29. The End!