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Lippincott Williams & Wilkins (LWW), a Wolters Kluwer brand, is a leading international publisher of professional health information resources, including three drug guides directed toward the nursing market. SP+O was asked to develop two campaigns promoting these three volumes. One that uses a metaphor to deliver the message that it is better to be safe than sorry and one that places a high value on the professionalism of nurses using these guides. Each of the campaigns included advertising, mailers and posters.