As a Disease Engagement campaign, this work is aimed at healthcare professionals, in particular nephrologists, and also anyone with a stake in ADPKD. This could include patients and their families, as well as members of the general public.

Given that this is the first communication campaign in ADPKD and the deficit of any current treatment for the condition, the campaign, which is featured across Europe, is subject to the same guidance and restrictions as a product-specific campaign. All UK communications are subject to meet with the ABPI Code of Practice, and across Europe communications must adhere to EFPIA and local guidelines within each market. More specifically, for all websites, each local site must have specific entry requirements to ensure it is compliant so that patients and members of the general public do not access healthcare specific material and content.

Three brand narrative films exist to accompany the campaign. The films capture the two core audience-specific identities of the campaign; clocks (for healthcare professionals), light bulbs (for the public) with a supplementary image and animation to further extend the campaign - the speaker imagery and movie (for healthcare professionals and the public). The narrative of each of the three sequences captures a collection of objects, which are moving independently through the space and are under the influence of an unseen gravitational force. During the films, the objects interact and are increasingly influenced by each other up until they group together to form the hero kidney shapes. Each of the three films are unique and feature characteristics of the objects to guide the coming together of the core structure.