Advert targeting Doctors can only be heard with stethoscope

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.