You are presented with a great idea for an upcoming billboard campaign. The layout looks great and you are thrilled to approve it. After weeks of waiting for the outdoor company to post the vinyl the big day arrives. But, before you have a chance to drive out to see your new boards, you pick up an email from the CEO, "Can't read outdoor! Can this be fixed?!"

During a market research focus group session a couple of years ago, a middle-aged woman commented that all health care advertising looked the same - just a bunch of "happy crap" in her words.  She obviously didn't feel like health care marketing communication was focused on her needs.  But more importantly, she didn't think any of the health care providers distinguished themselves from their competitors.  I believe that one of the most important elements of a successful campaign is to use visuals and speak in a language that resonant with the target audience.  Having a g