Bayer Pharmaceuticals Division in India has embarked on a crucial partnership with the Indian Society of Nephrology to launch the impactful #ReadyToSlowDown campaign. This collaborative initiative aims to encourage a shift toward a health-conscious lifestyle, particularly emphasizing kidney health awareness among individuals in India.

The campaign's urgency stems from alarming statistics revealing that approximately 101 million people in India, comprising 11.4% of the population, live with diabetes, as reported in Lancet. Moreover, there exists a critical correlation between the surge in diabetes cases and the prevalence of chronic kidney disease (CKD), with one in three adults with diabetes also experiencing CKD. The campaign highlights the imperative need for heightened awareness, especially considering the 38% increase in kidney failure-related deaths in India over the past decade.

The hashtag #ReadyToSlowDown challenges the prevailing lifestyle choices that often prioritize speed over well-being. Contrary to the common belief that strength correlates with speed, the campaign advocates for a slower, steadier approach to life choices, particularly in managing parameters like obesity, blood sugar, blood pressure, diet, sleep, and exercise. These deliberate choices are linked to slowing down the progression of kidney diseases, especially in individuals with diabetes or a family history of CKD.

Manoj Saxena, Managing Director of Bayer Pharmaceuticals India, emphasizes the silent nature of Chronic Kidney Disease, underscoring the importance of early detection and proactive measures. The campaign aligns with Bayer's commitment to collaborate with Healthcare Professionals (HCPs) to advocate for early CKD diagnosis in Type 2 diabetes patients.

Dr. Sanjeev Gulati from Fortis Escorts, Delhi, highlights the irreversible nature of end-stage kidney failure and stresses the significance of tests like urine albumin-creatinine ratio (uACR) for high-risk patients.

Dr. Shyam Bansal, Secretary of the Indian Society of Nephrology, stresses the need for deliberate health choices in combating the rise of diabetes and CKD. He emphasizes the importance of consistent lifestyle changes that can effectively slow down kidney damage.

This collaborative effort between Bayer and the Indian Society of Nephrology commences in November 2023, coinciding with World Diabetes Day and extending until World Kidney Day in March 2024. The campaign involves various media channels, including social media, influencers, and traditional media, rallying under the central hashtag #ReadyToSlowDown to amplify its message of kidney health awareness and lifestyle modification.

Aman Gupta, Managing Partner of Health Practice Asia Lead at SPAG/Finn Partners, expresses hope that the #ReadyToSlowDown campaign will prompt a crucial mindset shift among individuals at risk, enabling them to embrace incremental steps toward a healthier lifestyle.

Through this collaborative endeavor, Bayer and the Indian Society of Nephrology are poised to make a significant impact by fostering awareness and initiating conversations crucial to fostering a healthier, kidney-conscious society in India.