Africa has a severe shortage of doctors and other healthcare professionals. So Africa Health Placements sent a direct mail containing a pressure activated device to recruit foreign doctors to work in Africa. Once opened, a message prompts doctors to place their stethoscope on the device, this activates a pre-recorded MP3 that speaks directly to them. The audio for the ad was recorded at a low level so that it was only audible through a stethoscope. Turning something that every doctor possesses into an advertising medium to create the world's first stethoscope radio ad.
Advertising Agency: Boomtown Strategic Brand Agency, Port Elizabeth, South Africa
Creative Director: Andrew MacKenzie
Art Director: Tim Jones
Copywriter: Gary Welsh
Designer: Jedd McNeilage
Editor: Steven Carter
Additional credits: Rooftop Productions
Published: January 2013
Source: http://adsoftheworld.com/media/dm/africa_health_placements_stethoscope
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