Elekta's services and medical devices are used in 6,000 hospitals globally. Half of the company's equipment sales are in the United States and they wanted to reach out to that market with a series of advertisements.
Specifically, Elekta wanted to make use of the "HITECH Act", part of the American Recovery and Reinvestment Act. This contains incentives related to health care information technology that Elekta wanted to draw attention to for the promotion and sales of their equipment and services.
The advertisements would be placed in journals and trade guides related to the medical field. Elekta wanted their communication to stand out from the regular "feel good" visuals seen in a lot of these publications. They wanted the viewer to feel a sense of urgency and to act on the message.