Our client, Celerion, a leading international clinical research organisation required new corporate literature which 'localised' the company and portrayed the 'human' side of clinical research. We developed a 'real people' approach and commissioned photography, which featured both the 'real' people who worked at Celerion and the 'real' people who volunteered to test new treatments. On the back of this we rolled out TV, radio, cinema, press and outdoor advertising. Conference exhibition materials and various other promotional material was produced using the same 'real people' theme. The result was vastly increased recruitment and a cost effective campaign.