When your target audience is suffering from information overload, how can you get their attention? Sometimes a little whimsy may help.

SAGECrossroads, a Forum One client, was having difficulty interesting people in medical research involving aging, an admittedly arcane topic. Together we decided to produce trading cards of the "hottest" medical researchers in the field. Industry insiders took quickly to the idea, as has the press. Even the current issue of Wired Magazine ran a feature on the idea. Sometimes a little whimsy pays off!