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Agency Network: 
Published/Aired: 
January 2013

Description

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.

Direct advertisement created by Boomtown, South Africa for Africa Health Placements, within the category: Professional Services.

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
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robinstam's picture

Great idea. But why is it a radio ad? Where's the radio? ;-)

robinstam
Activity Score 215
Miami Ad School
kleenex's picture

The whole radio was inside the box. I loved the idea.

kleenex
Activity Score 51098
Web Designer/Developer
CrackerJackFlash's picture

I likey.

CrackerJackFlash
Activity Score 19601
Creative Director |

www.crackerjackflash.com

Owolawi's picture

Fantastic idea,but I bet this statistic ain't right; "1,200 doctors graduate in Africa every year" -An entire continent? naah!

Owolawi
Activity Score 1534
Copywriter at DDB |

www.owolawi.com

Planeador's picture

It's nice

Planeador
Activity Score 8
Copywriter
Planeador's picture

It's nice

Planeador
Activity Score 8
Copywriter
Planeador's picture

It's nice

Planeador
Activity Score 8
Copywriter
Planeador's picture

It's nice

Planeador
Activity Score 8
Copywriter
thedesignaddict's picture

Reach? Results?

thedesignaddict
Activity Score 5403
Art Director at Freelance
timesashes's picture

would like to know the results. But the idea seems excellent

timesashes
Activity Score 77
655321's picture

Brilliant!

655321
Activity Score 176
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