We all know that the 'one shoe fits all' approach to campaign work is rarely successful. It takes strategic thinking, tactical moves and plenty of creativity to drive a campaign, especially when you are talking to people around the world.

And that was the case with the launch of the Prosurgics FreeHand, a new generation of robotic camera holders aimed at giving laparoscopic surgeons rock-steady images throughout the surgical procedure.

Targeting surgeons at hospitals and conferences worldwide, the campaign mixes digital with traditional media through posters, brochures, a website, banner ads, leaflets, pop-up stands, postcard mailers, promotional t-shirts and bag inserts, and was translated into several languages to ensure every bit of the message was understood.

The website, which helps to bring the theatre to the computer, features a short video clearly showing the Prosurgics robotics camera in action. The chance to listen to podcasts on the benefit of the FreeHand and for the client to capture the curious via a 'register for email and SMS updates' also features. Result!

Why not find out more by taking a tour of www.freehandsurgeon.com

Love is blind. That's the message behind the winning poster to this eye-opening, multi award-winning online competition that asked young people on design and other creative courses to promote safer sex.

Inviting students up and down the country to design a poster on sexual health and vote for their favourite poster via a simple social networking style website encouraging discussion, this 'by young people, for young people' approach gave Durex the chance to communicate the sexual health message in a way that would be heard.

The campaign, which offered downloadable support to college tutors, generated 509 posters and attracted 15,687 visitors, making it a huge hit. And it wasn't the use of shock tactics or pictures of gymslip mums that got the approval of this age group. But the clever, slightly off-the-wall messages that won the day.

This campaign saw us exercise more than a little imagination when asked to promote exercise to young men with haemophilia. The result saw the launch of the 'Fit As...' guide to fitness delivered via an exciting mix of digital and traditional media.

Using cool graphics and simple text, 'Fit As...' introduces young men aged between 18 and 24 to the exercises they need to do to protect joints in daily life. Consisting of an exercise DVD, leaflets and a filofax with resistive band, the campaign aims to promote general health and physical appearance, as well as help raise self-esteem.

'Fit As...' was developed in close partnership with three leading Haemophilia Physiotherapists and the Comprehensive Care Haemophilia teams they represent. Last year, an abstract detailing the development of 'Fit AS...' was chosen for an oral presentation at the World Federation of Haemophilia 2008 congress, proving 'FIT AS...' is certainly fit for the job.