Mallinckrodt Medical: Appearing in neonatal nursing magazines, "Janie" as this ad came to be known, spoke to the emotional reality of neonatal nursing. Most existing ads in these publications were highly technical and often alarming, with visuals like babies on blocks of ice, or an incubator containing a single lily. The emotional approach struck a chord, and Janie became the darling of Mallinckrodt Medical. Her image was made into a duratrans for trade shows, coffee mugs, and "Ask me about Janie" buttons.