Advert targeting Doctors can only be heard with stethoscope
March 1, 2013 Leave a comment
Africa Health Placements and South African agency Boomtown collaborated on an innovative direct mailer, targeted specifically at doctors.
Africa is currently suffering from a lack of medical personnel, in particular doctors, so to encourage foreign doctors to work in Africa they sent a special mailer that could only be heard by doctors. The mailer had a pressure sensitive pad, with a label stating “place stethoscope here”. Once the pad was activated the device played a low level MP3 that could only be heard with the help of the medical device.
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.