The Polycystic Kidney Disease (PKD) Foundation chose Will & Grail to develop their 2017 Giving Tuesday social media campaign. Giving Tuesday is a global annual movement that occurs the Tuesday after Thanksgiving. It is an event that encourages people to give time or money to a cause. 

In this sea of foundations, the PKD Foundation wanted to stand out amongst them. However, PKD is a disease that most people are unaware of unless they are affected by it. 

Through social media, banner advertisements, and a landing page design we created the theme of a ransom note. No one wants their loved ones taken but with PKD families have no choice. It’s a hereditary disease with no cure. The visuals would capture the attention of those who are unaware of PKD, but it is something that PKD victims could relate too. 



Gifs for social media were created to put a positive turn on the ransom note message.


The PKD Foundation later requested in the campaign social media post that reflected the campaign's design, but also told the story of those affected with PKD.


Web banner advertisements were used to target audiences unfamiliar with PKD. When clicked the user would be redircted to the landing page.


The landing page, designed in Unbounce, was created give a brief overview of what PKD is and what donation money would be going funding.