It is common knowledge that Africa has a dearth of health care professionals, especially doctors. With that in mind, Africa Health Placements, a social-profit recruitment agency collaborated with Boomtown, a strategic brand agency in South Africa, to create the world’s first stethoscope radio ad.
They sent a direct mail package out to foreign doctors to recruit them to work in Africa. But rather than a pamphlet that could easily be thrown away, they found an innovative advertisement strategy that would only be heard by doctors…literally. In order to hear the ad, you need a stethoscope, a basic tool of any doctor. The package contains a pressure-activated device, that reads ‘place stethoscope here.’ Upon pressing down with the instrument, a low frequency MP3 is activated which is only audible through the stethoscope.
The strategy creates an interactive advertisement that targets its intended audience so precisely by transforming an essential tool of the trade into the only means of accessing the ad. Its format provokes curiosity and then provides the necessary information in a unique way.
The advertisement won a silver Clio Healthcare award, which rewards creative excellence in advertising in the medical industry. Check out the video below for more info about the campaign.