The number of incidences of End Stage Renal Disease (ESRD) supports the case that it is a public health emergency. The burden is often quantified by rates, leaving many people cold and unresponsive, leading to, as Nordgren and Morris McDonnell (2011) state, “the diminishing identifiably of a large number of victims” snarled in the scope-severity paradox. The subject may identify with the disease or illness, but who are these ill-fated others? It must go beyond recognition that there is an ESRD problem at hand. “Strength in numbers” hurts---according to scope-severity paradox and its close kin, scope insensitivity. There appears to be less of an incentive to upset rational choice and side with emotion if enlarging health awareness is required to turn the tide of disease. But I argue that this emotive will more likely activate a collective empathy if an ESRD patient that needs a kidney is personally known to us.