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Creative production agency Eric Tom and Bruce has partnered with Kidney Health Australia to help drive awareness for their bold aspiration to 'End Dialysis by 2050' —the visionary aspiration to squeeze out outdated dialysis technology by bringing in treatment innovation, access to more living donor kidneys, and ensuring Australians don’t reach kidney failure in the first place.

ETB developed a compelling video concept featuring Rodrigo, a man living with kidney disease, to highlight the profound impact of dialysis. The video uses extended, lingering shots to convey the time-consuming and invasive nature of the treatment, illustrating its emotional and physical toll on patients and their families.

“With over 1.8 million Australians unaware they are living with kidney disease, raising awareness is critical,” said Victoria Conners of Eric Tom and Bruce. “Through powerful storytelling, this campaign aims to drive conversation, inspire action, and support Kidney Health Australia’s mission to improve kidney health for all Australians."

Launched in 2024, 'End Dialysis by 2050' advocates for a future where fewer Australians reach kidney failure and require dialysis, with a strong focus on prevention and access to life-saving transplants.

Kidney Health Australia CEO Chris Forbes said now is the time "for radical change".

“We are pushing for a revolution in kidney disease treatment and support, aiming to give people back their time and their lives. Our vision is to bring an end to the burden of dialysis and leverage new and existing innovations."