The Royal College of Nursing (RCN) runs a campaign each academic year to recruit nursing students to this trade union and professional association. The campaign materials need to be bold and bright to hold their own on crowded noticeboards and busy areas such as student union bars. We picked up the idea of text messaging as a campaign concept. The materials were strongly typographic, using large, fluorescent colour headlines for immediacy and impact. The campaign was a resounding success, raising recruitment by around 100% on the previous year.