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Good news for the obsessive-compulsive from Howard, Merrell & Partners, Raleigh, N.C., for Kimberly Clark. In an effort to clean up filthy hospital conditions for the health care giant (2.6 million patients per year contract infections while hospitalized, says CD Scott Crawford), the creative team ran tests in local institutions, showing shots of typical hospital scenes. The disorder portrayed "would have made normal people retch," says Crawford, "but doctors and nurses didn't bat an eye." These ads (others, all on vibrant backgrounds, present a toilet, a keyboard and mouse, a telephone and an elevator button) aim to remind hospital staff to scrub as often as possible, the tag reading, "Remember: everything you touch has been touched by someone else. Thanks for washing your hands." Additional credits to art director Scott Ballew,
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