Africa Health Placements wanted to reach out to healthcare professionals, by speaking to them through the tools of their trade.

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.

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