The Red Pen was a low-budget 'invasive' solution to the client's brief. We employed a red pen on the verge of drying up, together with this message printed on its flank: 'Refill needed. Be a blood donor today.'Users who attempt to write with the pen would be lured into a second look at it when they discover the ink is out.

We have yet to start tracking response as the DM will only be sent out on 15 March 2003.