This piece is aimed at healthcare professionals, primarily nephrologists, but will also be available to pharmacists, specialist nurses, general practitioners and payors.

The campaign is featured across Europe, and is subject to guidance and restrictions accordingly. All UK communications are subject to meet with the ABPI Code of Practice, and across Europe communications must adhere to EFPIA as well as local regulations. Healthcare professional (HCP) specific content cannot be made available in the public domain, and thus if featured on a website, specific entry requirements must be met to ensure that the piece is restricted to HCPs. It must also feature prescribing information, alongside any promotional messaging and this should be at least 1mm x-height. Furthermore, the brand name must be accompanied by its generic, which in turn should be at least 2mm x-height. No claims are allowed that are not substantiated by references.

Autosomal Dominant Polycyctic Kidney Disease (ADPKD) is a condition characterised by renal enlargement due to the growth of cysts. ADPKD sufferers have an over abundance of a hormone called vasopressin. This hormone stimulates the production of cyclic adenosine monophosphate (cAMP) within cells in the kidney responsible for the reabsorption of water. This increase ultimately causes the growth of harmful cysts within kidneys, causing kidneys to significantly increase in size and ultimately, destroying their ability to function properly. JINARC is the first disease-modifying treatment to slow the progression of ADPKD and it does so by competing for space at receptors with vasopressin. In doing so, JINARC can block the pathway for the excess vasopressin and thus reduce the amount of cyst growth in the kidneys of these patients. To bring to life this process and highlight how JINARC works, the mode of action film utilises a highly engineered, mechanical kidney to animate the process, demonstrating the first-in-class effect of this new treatment.

For production of the mode of action film, ManvsMachine used CGI to develop the mechanical kidney. The mechanical content featured in the film creates parallels with the mechanistic nature of the human body and its processes. The kidney structure serves to educate viewers on the process of ADPKD, but also as to the action of JINARC. The mechanical components of the artificial kidney were carefully selected to communicate high quality as well as reliability, skill and expertise – creating a structure that is part engine, part highly accurate scientific device. Alongside the 3D animation, additional content was incorporated using simpler 2D animation to pull out key points from the story. This style contrasted with the 3D work to reinforce important information from the highly technical script.