World Kidney Day aims to increase awareness of the role of the kidneys and kidney disease. It also aims to encourage the public to be alert for the early indicators of chronic kidney disease with the message 'Looking after your kidneys takes a moment - kidney disease lasts a lifetime'.
Ash was awarded the account without a pitch. The agency will be targeting consumer media including newswires, online and nationals to raise awareness. Planned activity includes a celebrity balloon release and a parliamentary reception at the House of Commons on World Kidney Day on 13 March.
Ash will also work with regional patient support groups to generate case studies and provide guidance on media relations at local levels.
Ash director Carys Thomas Ampofo will head up the account, reporting to Kidney Alliance chair Fiona Loud.
'In the UK alone, more than three million people are at risk of chronic kidney disease,' said the agency director.