Marketing Challenge
To win this national contest we had to design a logo incorporating the national hotline's phone number that best telegraphs the connection between a poison emergency and the number to call.

Strategic insights
Since this logo had to work in every home, school and office in America, it needed to tap the words and images that most conveyed "solution" and "immediacy."

The Human Truth
"Help" is the strongest word and "poison" is the strongest image to deliver on immediacy. The two needed to be fused in a way that kept the logo simple yet powerful.

Results
In focus group after focus group, this logo was the hands down winner among all the logos submitted by over 60 advertising agencies and design firms nationwide.

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