This project was created for Boehringer Ingelheim’s cardiovascular–renal disease pitch, with a clear objective: to challenge the prevailing reliance on eGFR alone when evaluating kidney health and cardiovascular risk. The insight was critical—when declines are finally visible through eGFR testing, the heart may already be at risk. uACR offers an earlier signal of impending cardiovascular events, making it a crucial marker in understanding true disease progression. The idea, therefore, was to create urgency around dual testing—eGFR alongside uACR—to help clinicians see risk sooner and act earlier.

Human truth:
When kidney disease is viewed through the lens of eGFR, PCPs only see function, not risk.

Category truth:
No one is changing their behavior because everyone is burying the most important point.

Creative springboard:
Their kidneys are trying to tell you something