Over half of the 1200 doctors who graduate each year in Africa leave the continent for more lucrative opportunities. Africa Health Placements, a social-profit recruitment agency, is helping to fill the critical healthcare gaps left in rural African communities.
To speak directly to these foreign doctors, they collaborated with South African agency Boomtown to create (to the best of my knowledge) the world’s first stethoscope radio ad.
The direct mail piece contains a pressure-activated device that contains a low-frequency MP3 that can only be heard through a doctor’s stethoscope. It’s a brilliantly imagined concept that speaks directly to it’s intended audience through tools of the trade.