New ads in the archive, bananas and germs.

The Florida Department of Health set out to prepare people for the potential of a flu pandemic, but they face a tough challenge: No pandemic is on the horizon. Most Floridians doubt a pandemic is likely or threatens them personally, and they have a point: No one knows when (or if) a pandemic might hit.

So instead of pitching panic, the state, working with the agency Marketing for Change, focused on the behaviors they hoped to change - a series of hygienic actions such as washing hands, covering coughs and staying home when sick. Then they built the campaign around what does matter to people: Fitting in. Four out of five people wash their hands after using the rest room.

So the central character in this new campaign is the proverbial fifth guy, who spreads germs and suffers the social consequences. He's icky.

Meanwhile, Saatchi Stockholm ups the ante in their Gainomax campaign by predicting Bananageddon (dum dum DUM!)