Africa Health Placements: Stethoscope Radio Ad, 2

Credits & Description:

Advertiser: AFRICA HEALTH PLACEMENTS
Agency: BOOMTOWN STRATEGIC BRAND AGENCY
Category: Dimensional Mailing
Advertising campaign: STETHOSCOPE RADIO AD
Graphic Designer: Jedd McNeilage (Boomtown Strategic Brand Agency)
AV Production: Steven Carter (Rooftop)
Art Director: Tim Jones (Boomtown Strategic Brand Agency)
Production: Monty Momberg (Gentrim)
Audio Production: Nick Waring (Rooftop)
Creative Director: Andrew Mackenzie (Boomtown Strategic Brand Agency)
Copywriter: Gary Welsh (Boomtown Strategic Brand Agency)

Implementation
We sent a direct mail containing a pressure activated device. Once opened, a message prompts doctors to place their stethoscope on the device, activating a pre-recorded MP3 radio ad that is recorded at a low level, making it audible only through a stethoscope. Turning something that every doctor possesses into a unique & innovative medium to create the world's first stethoscope radio ad.

Client Brief Or Objective
There is a severe shortage of healthcare professionals in Africa. At present, an estimated 35% of posts are vacant. NO DOCTORS = NO HEALTHCARE. How do we target doctors from other continents to consider moving to Africa?

Outcome
Due to the application process and transfer procedures the full results are still pending at the time of award submission. However, to date the campaign has received a massive amount of publicity in the press and on social media. It has reached over 200,000 unique users on Twitter and 12,000 views on YouTube as well as numerous online articles. The Africa Health Placements' Twitter following has also seen a marked increase from 1,021 to 24,894 followers, an increase of over 2,000%.

Execution
To get the attention of busy doctors around the world, we needed to speak directly to them in a unique and powerful way. Rather than a brochure or letter that may end up in the bin without a second glance, we came up with a bespoke campaign to arouse curiosity and interest in potential recruits. Not to mention to cleverly penetrate a really difficult target audience.Using an essential tool of the trade, doctors are given just enough information to raise interest and to drive their engagement with the ad.