When a message is as important as this, it pays to not mess around. Make your point and make it clear. Our work for NHS East Midlands used this approach to reduce infections in care environments as well as dispel the myths flying around about MRSA. The strategic outdoor campaign generated a wealth of valuable exposure brought about by keen media interest in the advertising. Covering five regional areas the campaign has been regarded as extremely successful – borne out by a marked decrease in the incident of infections.