boehringer ingelheim + Lilly: It takes 2

Once you hear the remix, you’ll never sing the original version again.

The Problem: CKD (chronic kidney disease) moves silently—often exhibiting no symptoms until its later stages—and 90% of people with the disease don’t even know they have it. Black and Latino communities 50+ are the most at risk, but kidney health isn’t even on their radar.

The Ask: A two-parter. Encourage our at-risk patient audiences to work with their doctors to get tested for CKD and remind HCPs that they should be administering two tests—eGFR and UACR—to detect the disease.

The Solution: A little hip-hop nostalgia can go a long way. We partnered with Rob Base to rewrite his iconic song, It Takes 2, with a kidney health twist for its 50th anniversary and shot two new music videos—one for patients and one for doctors.