NATIONAL KIDNEY FOUNDATION

NKF asked us to create a campaign encouraging Californians to vote against Prop 8, a bill that would negatively impact kidney disease patients. The challenge was to explain the ramifications of this complicated proposition in a simple way. The name didn't help; it was deceptively titled “The Fair Pricing for Dialysis Act.” But then, the name changed—a few times in fact. We took this opportunity to suggest our own names for the prop, ones that succinctly communicated the potential impact of Prop 8 in an easy-to-digest way.

Art Direction: Kristy Heilenday

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