Guy's and St Thomas' Charity has briefed the social change agency (formerly The Forster Company) to target white males between the ages of 35 and 60.
The charity wants to boost healthcare in the London boroughs of Lambeth and Southwark, and is concerned about the higher incidence of kidney disease in the hospital's local area compared with the national average.
Forster's brief involves celebrity endorsement, media relations, and commercial partnerships.
The campaign is part of a three-year project that ends in December.
Previous awareness drives have targeted West African and Caribbean men. Comms for both were handled by ethnic specialist Where it's at PR.
That agency pitched for the current campaign.