Arizona Kidney Foundation Primed to Launch “Know Your GFR” Campaign

Phoenix, AZ – The Arizona Kidney Foundation is launching a series of 30 second TV spots designed to make Arizonans take charge of their kidney health and avoid the severe life impact of advanced kidney disease. The PSA’s are specifically targeted towards people with diabetes, hypertension, obesity and cardio disease, because those individuals are also higher at risk for chronic kidney disease.

According to Doctor Savas Petrides, a noted Phoenix Nephrologist, GFR or Glomerular Filtration Rate is one of the best indicators of kidney condition and it measures the propensity of Chronic Kidney Disease (CKD).

“GFR offers everyone a way to check their kidneys with a simple blood test,” adds Dr. Petrides.

The challenge is that what you (or your doctor) don’t know can kill you. One in 9 American adults (26 million) have Chronic Kidney Disease – and of those, 90 percent don’t know they have it.

“I can’t think of a better way to commemorate our 45th anniversary here in Arizona than to inspire high risk groups to speak with their doctors about kidney disease,” notes Jeffrey D. Neff, CEO of the Arizona Kidney Foundation. “The ‘Know Your GFR’ campaign’s goal is to raise awareness to the fact that early detection is now available, and critical. By knowing your GFR, you can make a change in time to make a significant difference, allowing for a much higher quality of life.”

Neff sees the TV spots as an extension of his organization’s efforts to educate and help people. “Our goal with these powerful TV spots is to turn GFR into a household term,” adds Neff. “Our research shows that television is the best media available to affect consumer behavior and attitudes and it is hoped that through our efforts, people at risk will be encouraged to ask their doctors about their kidney health.”

Arizona Kidney Foundation is a non-profit organization dedicated to helping kidney disease sufferers across the state overcome the medical, financial, and logistical challenges of chronic kidney disease. In 2008, the organization commemorates its 45th anniversary of assisting Arizona patients and their families. For more information, call (602) 840-1644 or visit www.azkidney.org.