No Stone Unturned: A Community-Led Campaign to Raise Awareness of PH1

Client: Alnylam Pharmaceuticals

The 'No Stone Unturned' campaign addressed Primary Hyperoxaluria Type 1 (PH1), a rare genetic kidney disease that is silently prevalent within the South Asian community. This community faces significant health inequities, including poor kidney health outcomes and a 3-5 times higher likelihood of kidney failure.

The campaign was a partnership between Alnylam Pharmaceuticals, the National Kidney Federation (NKF), South Asian Health Action (SAHA), and Intent Health. It moved beyond traditional health communications by adopting a 'community-first' strategy, co-creating every element with community advisors, nephrologists, and carers. This insight-led approach was designed to navigate complex cultural barriers, such as generational language divides and fragmented trust, to empower meaningful conversations.

The bespoke, multi-channel campaign (Nov 2024–Apr 2025) included a dedicated bilingual NKF web hub, print advertorials in Eastern Eye and Asian Express, a radio campaign reaching over 8 million, targeted social media, and educational leaflets in 177 GP practices.

The campaign exceeded its objectives, generating over 476,000 digital impressions and achieving a 99.08% engagement rate on the web hub. Crucially, it prompted active information-seeking, with a 25% increase in Google searches for "PH1 and kidney health" and a 20% increase in "kidney health" searches. The campaign has driven a steady increase in referrals, leading to new PH1 diagnoses and providing a blueprint for effective, culturally competent health engagement.