Kidney Care UK is partnering with Health Innovations North East and North Cumbria to bring the #BloodyAmazingKidneys campaign to the North East, with posters appearing on buses in the region and on the Tyne & Wear Metro at various points across June, July and August 2026.
Kidney Care UK launched the #BloodyAmazingKidneys campaign because people often do not experience symptoms or signs that their kidneys aren’t working as well as they should be until their kidney disease is advanced.
Shockingly, it is possible to lose as much as 90% of your kidney function without even realising. This is why the charity is keen to ensure people understand the #BloodyAmazing role their kidneys play constantly filtering blood to remove toxins, and whether they might be at risk, or even be one of the million people living with the condition without realising.
The Metro is the third-most used light rail network in the United Kingdom, after the Docklands Light Railway and Manchester Metrolink, with more than 32 million passenger journeys every year. Around 175,000 journeys are made every day on the Go North East bus network, and posters will appear on buses covering routes across South Tyneside, Teeside and Sunderland.
A lack of awareness of the vital role our kidneys play, and no screening programme for kidney disease, means many people find out their kidneys are damaged when it’s too late to take action to avoid developing kidney failure. The earlier someone is diagnosed, the more time there is to prolong their kidney function for as long as possible.
Since Kidney Care UK launched the #BloodyAmazingKidneys campaign in October 2024 more than 335,000 people (equivalent to the entire population of Newcastle) have completed the online Kidney Health Checker.
Kidney patients often tell us that they wished more people knew about how important their kidneys are, and so what better way to get people talking about their #BloodyAmazingKidneys than highlighting the campaign across the transport network in the North East? We’re delighted to be working with Health Innovations North East and North Cumbria to help reach more people and help them understand their risk of developing chronic kidney disease.Laurie Cuthbert, Director of Fundraising, Marketing & Communications at Kidney Care UK
Spotted our #BloodyAmazingKidneys campaign while out and about? We would love to see your photos! Tag us at @kidneycareuk on social media and use the hashtag #BloodyAmazingKidneys, or email your photos to [email protected] with details of where you noticed the campaign. Please be careful when taking photos near roads.