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With the mixed-fonts trend in print still raging, rarely does the technique ever have a solid concept behind it. Yet a new print ad from The Martin Agency for Blue Cross Blue Shield (a detail is seen below) contains 35 different fonts, combined as a means to illustrate the organization's efforts to standardize more than 400 medical forms. "I tried to strike a balance between making it hard to read and readable," says art director Bob Meagher, who teamed with copywriter Steve Bassett and creative director Mike Hughes. "It almost has the appearance of one of those ransom notes."

Part of a campaign of six local newspaper ads, each deals with a different Blue Cross initiative. For instance, an ad that examines fraud and abuse in billing shows a hospital bill riddled with a mistake every 20 words, while one highlighting improved relations between the medical and insurance industries

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