The Africa Health Placements Campaign is Meant to be Heard by Doctors Only

By: Meghan Young - Published: Feb 15, 2013 • References: & psfk
Ad campaigns are often tailored to target a specific demographic, but the Africa Health Placements campaign takes that strategy to a whole other level. In a clever attempt to have the ear of foreign doctors, it involves a special delivery that can only be properly accessed with a stethoscope, a basic tool for any doctor.

Created in collaboration with Boomtown, a strategic brand agency based in South Africa, the Africa Health Placements campaign involves a pressure-activated device that directs doctors to place their stethoscope on it. Pressing down on the device activates a low frequency MP3 is activated which is only audible through the stethoscope.

The Africa Health Placements campaign deservedly won a silver Clio Healthcare award. Stats for Stethoscope Radio Ads Trending: Older & Mild
Research: 707 clicks in 171 w
Interest: > 3 minutes
Concept: Africa Health Placements Campaign
Related: 39 examples / 30 photos
Segment: Neutral, 18-55+
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