Africa is often seen as a crises-stricken continent, poor, war torn, and out of reach of aid in the places that need it most. We were given an opportunity to creatively solve very real and severe problems, ones that struck close to home. Some of Africa’s poorest communities were in dire need of healthcare professionals, and we were challenged with how to entice them to commit to lending their services in places that would benefit from them most.
It’s not often that a project so affecting comes around; one where we are given an opportunity to make a vital difference in so many people’s lives.
Doctors obviously possess a very specialized skill set that keeps them in high demand the world over. To reach these individuals, and to make a worthwhile appeal to them for their services, was going to require the right medium.
We formulated a direct mailer that possessed an ingenious way of being experienced. It targeted graduating doctors, and made an appeal to them in a way that only they were privy to, with an audio recording that was only audible through their stethoscopes. It proved to be a focused and truly direct way of communicating with the doctors in order to get our message across.
The campaign successfully enlisted four doctors, with more placements still pending. That may seem insignificant, but in fact it represents a far-reaching success when you consider that just one doctor is able to effectively service a population of 80000 people within an impoverished community. That’s at least 320000 people who didn’t have access to basic medical care or facilities, who can now have hope for their health and wellbeing.
A further 36 enquiries have been generated by the campaign, which is encouraging for Africa, and makes it clear that doctors responded to our specialized approach.
Not only did the campaign catch the attention of the doctors as intended, but it also captured the imagination of the international advertising world, and resulted in us taking home silver at the prestigious Cannes Lions awards and Clio Advertising awards, as well as a Gold Epica Award.