From today, we will look and sound different. Here’s why.

This year we launched our new charity strategy for the future. It’s bold and ambitious. We will no longer tolerate the inevitability of end stage kidney failure, and patients living in fear. It’s not good enough that people are living with a life sentence of harsh treatments, medication and despair. Our new strategy pledges to transform kidney health.

Kidney disease is devastating, yet it does not have the profile it warrants. It’s not good enough that kidney research is critically underfunded. Our new strategy means we are leading the charge to change this. We will show the reality of living with kidney disease and call for others to join us on our journey to make their future better.

To achieve this, and more as we move through the Covid-19 crisis, we must raise more money for research. We need to reach more people with our urgent message and let our passion and bravery shine through.

How we look is vital to get our message across

We’ve taken a long, hard look at ourselves. We’ve listened to patients and supporters, and people who previously didn’t know us at all. You spoke and we listened.

For more than 60 years, our brand has been shaped by our beliefs, our values and our vision. It affects how people outside of the charity view us and ultimately how they interact with us.

With your help, and our new, bolder strategy, we have made some changes to the way we look. We want to make people sit up and take notice in this crowded world.

If we don’t change, we will not reach and inspire people to support us. We must do this to raise funds for life-saving research and give hope to those affected with kidney disease.

As our new strapline says: kidney disease ends here. We need your help to reach our goal.