The National Kidney Federation (NKF) are pleased to share news of the launch of Look Beyond the Bias – a new campaign by Chiesi UK and Ireland – backed by a coalition of patient organisations including the NKF, healthcare professionals and advocates. The campaign shines a light on the harmful impact of stigma and bias faced by people living with health conditions and calls for fairer, more inclusive care.

The campaign is informed by new UK survey data from more than 1,100 people living with chronic and genetic conditions, including asthma, chronic obstructive pulmonary disease (COPD), rare diseases, organ transplant recipients, and parents of children born prematurely. The results highlight a clear and urgent problem: bias may impact access to fair and inclusive care.

The Damaging Impact of Bias

The survey, which was conducted by Chiesi UK and Ireland earlier this year, shows just how widespread stigma can be:

•          70% have experienced stigma, judgement or blame based on their health condition

•          57% have avoided seeking medical support due to stigma or bias1

•          70% have isolated themselves from loved ones for fear of judgement1

•          82% of young adults have experienced bias - almost twice the rate of over-55s1

•          79% say they’ve played down the impact of their condition1

•          Over 60% of people have hidden their condition from colleagues or their employer1

The campaign shows how stigma and bias cut across every part of life, with those surveyed saying it plays a role in delaying diagnosis, limiting research funding and leaves some conditions overlooked and deprioritised.1

This problem touches many areas of health.

•  Bias fuels inequality in kidney disease - women, especially those from ethnic minority groups, are referred for transplants later than men, despite being more likely to donate. 

Voices from the Community

Through real stories and imagery of people living with long-term conditions, the campaign highlights the authentic and often raw impact of stigma on health, work and everyday life. Listen to their stories, here [www.chiesi.uk.com/look-beyond-the-bias]

What We Have to Say

• Pete Revell, Head of Marketing and Fundraising, National Kidney Federation, said: “Many kidney transplant and rare kidney disease patients continue to face bias and unfair judgment that directly affects their care and emotional well-being. Patients reported feeling dismissed, misunderstood, or stereotyped because of their condition, with this impacting access to timely treatment and support. These findings underline an urgent need for greater awareness, training, and patient centred approaches across healthcare, ensuring no one’s kidney journey is made harder by prejudice or inequality.”

A Shared Commitment  

The launch of Look Beyond the Bias marks the start of a long-term commitment to tackling the stigma uncovered in the survey. Chiesi is working with the NHS, patient groups and the wider healthcare community to champion more inclusive approaches to care.

Ralph Blom, General Manager, Chiesi UK and Ireland, commented: “Look Beyond the Bias is our commitment to tackling harmful biases that exist in the UK that are deeply affecting the patients we serve. The stigma, judgement and blame that people feel on a regular basis is widespread and deep-rooted, and we’re proud to be working with partners across the community and NHS to address this challenge. At Chiesi, we feel strongly that no one should be made to feel ashamed, dismissed or blamed because of their health, and this belief sits at the heart of Look Beyond the Bias.”

Learn more at: www.chiesi.uk.com/look-beyond-the-bias.

UK-CHI-2500982 | October 2025