It is a gift to be able to explain something complex in simple terms.
Mayo Clinic is attempting to do just that through a series of Health Highlights. These full-page ads provide specific information (eg: To lose 1 lb. of fat per week, burn 500 calories per day more than you consume) in a visual and understandable way. The average person could look at this ad and determine ways that they could achieve calorie-burning.
I am sure the hardest part of developing these ads is determining what to leave out.
Look at the latest informational material that your organization has produced. What could you cut? How could you make your message more clear? Is it obvious as to the key point you are trying to communicate?
Mayo's ad says "time to burn." While they meant calories, maybe it's time for you to burn some copy in your next publication.
-- beth triplett