Counterintuity - Creative Marketing Made Fresh

The Mission:

" Via production of hard-hitting stageplay dealing with kidney-related issues, increase awareness organization and its mission."

Renal Support Network is a nonprofit, patient-focused, patient-run organization that provides non-medical services to those affected by chronic kidney disease. RSN helps patients take control of the course and management of the disease. A vital role of RSN is to provide lawmakers and policymakers with the patients’ perspective on the needs and capabilities of people with CKD.

With its production of “Who Lives?” a play about the original 1960 anonymous citizens committee that decided which applicants would receive dialysis (and which wouldn’t – and therefore die), Renal Support Network sought to expand the recognition of chronic kidney disease and awareness of the organization

The solution

A completely integrated design, marketing, and publicity initiative around the play production and its producer.

• development of look and feel for all marketing and design, including logo, poster, central image, color palette, and messaging
• all marketing and publicity copywriting
• new production website, with links to organization site
• emails and email newsletter
• integration of social media marketing
• publicity locally and nationwide

Impact

Coverage on all three major local television newscasts; writeups and reviews throughout Los Angeles area; thousands of pickups and links on websites and blogs around the U.S. and Europe; sold-out houses; five Ovation Award nominations.