Bay­er aims to sim­pli­fy the com­plex­i­ties of CKD with an ABC-themed ad cam­paign

Do you know the ABCs of CKD in T2D? Bay­er’s first ad cam­paign for Keren­dia tack­les the com­plex­i­ty of chron­ic kid­ney dis­ease with a play on the acronym (CKD) and its con­nec­tion to type 2 di­a­betes (T2D).

Keren­dia was ap­proved last year as the first and on­ly non-steroidal min­er­alo­cor­ti­coid re­cep­tor an­tag­o­nist to treat CKD in peo­ple with type 2 di­a­betes.

In the TV com­mer­cial launched this week, A is for aware­ness, B is for be­lief and C is for car­dio­vas­cu­lar, ex­plained in the ad as aware­ness of the con­nec­tion be­tween type 2 and kid­ney dis­ease, be­lief that some­thing can be done about it, and car­dio­vas­cu­lar events that may be re­duced with treat­ment.

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