{"id":19790,"date":"2013-05-15T13:44:50","date_gmt":"2013-05-15T11:44:50","guid":{"rendered":"http:\/\/www.myza.co.za\/place-stethoscope-here\/"},"modified":"2013-05-15T13:44:50","modified_gmt":"2013-05-15T11:44:50","slug":"place-stethoscope-here","status":"publish","type":"post","link":"https:\/\/www.myza.co.za\/press\/place-stethoscope-here\/","title":{"rendered":"Place Stethoscope here"},"content":{"rendered":"<p>\t\t\t<span class=\"wpsr_floatbts_anchor\"><\/span><\/p>\n<p>Though it has 20% of the world\u2019s population, sub-Saharan Africa has only 2% of the world\u2019s physicians. <\/p>\n<p>Africa Health Placements (AHP) has been on a mission to draw enthusiastic graduate doctors from the US and Europe to get involved, improve medical care and gain invaluable experience across Africa. <\/p>\n<p>To stand out from the crowd and draw attention to the needs of the continent, AHP\u2019s recruitment is supported by creative award-winning marketing campaigns. Working with <a href=\"http:\/\/www.mype.co.za\/cgi-bin\/search.cgi?keywords=Boomtown\" title=\"Contact Boom Town Port Elizabeth\" target=\"_blank\">Boomtown<\/a>, the agency secured silver in the 2013 CLIO awards for AHP\u2019s latest direct mail campaign to recruit doctors \u2013 The World\u2019s First Stethoscope Radio Ad.<\/p>\n<p>Gary Welsh, <a title=\"Boomtown\" class=\"aal\" target=\"\" href=\"http:\/\/www.mype.co.za\/search\/A_,045_From_Abattoirs_to_Axles\/Advertising_Agencies\/boom_town_1724.html\">Boomtown<\/a> copywriter and part of the award-winning team added: \u201c1,200 doctors graduate each year in Africa, more than half leave. As a result only 2.9% are serving rural communities. Foreign doctors are used to fill these gaps, and we needed to speak with to them directly in a unique and powerful way.\u201d<\/p>\n<p>Andrew Mackenzie, <a title=\"Boomtown\" class=\"aal\" target=\"\" href=\"http:\/\/www.mype.co.za\/search\/A_,045_From_Abattoirs_to_Axles\/Advertising_Agencies\/boom_town_1724.html\">Boomtown<\/a>\u2019s creative director said of their work: \u201cThe World\u2019s First Stethoscope Radio Ad works by the recipient placing their stethoscope on the box, where a pressure sensor activates the audio clip. <\/p>\n<p>\u201cWe knew all graduating doctors have a stethoscope, so devised an idea which also encouraged sharing amongst their peers.\u201d<\/p>\n<p>Welsh concluded: \u201cIt\u2019s a privilege to be placed alongside some of the world\u2019s largest brands. We pride ourselves on our innovative approach to brand communications, and to get top-quality grads to Africa\u2019s shores, and to have been globally recognised for this campaign gives us a great sense of satisfaction.\u201d<\/p>\n<p>Due to a shortage of doctors in Africa, direct mail packages were sent out to foreign health care professionals, in the hopes of recruiting them to the area.<\/p>\n<p>Instead of a tedious booklet or pamphlet, the ad could only be heard by using a stethoscope, the most basic of tools that doctors possess. Pushing their stethoscope against the package activated a pressure sensitive MP3, allowing the doctors to hear through their instrument.<\/p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Though it has 20% of the world\u2019s population, sub-Saharan Africa has only 2% of the world\u2019s physicians. Africa Health Placements (AHP) has been on a mission to draw enthusiastic graduate doctors from the US and Europe to get involved, improve medical care and gain invaluable experience across Africa. To stand out from the crowd and [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[1289,5],"class_list":{"0":"post-19790","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-south-africa","7":"tag-mype","8":"tag-port-elizabeth-2","9":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/19790","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/comments?post=19790"}],"version-history":[{"count":0,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/19790\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media?parent=19790"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/categories?post=19790"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/tags?post=19790"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}