A colleague of mine recently sent me a link to a story on AdWeek.com about a creative approach to recruiting physicians to work in Africa. Africa Health Placements and South African agency Boomtown created a direct mail program designed to recruit foreign doctors to work in Africa. The doctors received a direct mail piece (you have to watch the video below) where the audio was activated only when a stethoscope was held up to the piece. At that moment, the physician would hear the message with the sounds of Africa drumming in the background. What a cool way to make a very targeted appeal to physicians!