How to warn people of the dangers of food poisoning in a way that will really catch their attention? The Netherlands Nutrition Centre created an outdoor campaign in which the text on the posters is made from real germs. Working with Lemz (a Dutch agency that specializies in campaigns for social good, and won a Cannes Lions Grand Prix with anti-paedophilia effort Sweetie for Terre des Hommes), the Netherlands Nutrition Centre "grew" the text for the posters in a lab, using petri dishes filled with the cultivating medium agar. The text, which gives simple tips to prevent food poisoning, such as using a different chopping board for meat, became visible as the bacteria grew. Besides posters, the campaign included digital billboards showing the bacteria growing via time-lapse images.