Ben de Lisi is redesigning hospital gowns while the Design Council is updating hospital beds as 'pods': the latest PR inititative by the Department of Health to update its image as a souless institution which doesn't care if it embarrasses its patients. Generating coverage on the BBC, in the Times, Guardian and Independent, on fashion websites such as FabSugar, and around the world. Click here to see the original press release as an example. What make this a success? Famous names in unusual surroundings, human interest and the chance to publish photos like this one.