Campaign includes film, created by Lápis Raro, segmentation of content aimed at app users and interactive hotsite
Uber Advertising and Afya have teamed up for the campaign “There are always great doctors in your path” in honor of Doctors’ Day, which will be celebrated next Friday (18). At the beginning of the week that marks the date, Uber passengers who board or go to streets and avenues in São Paulo, Rio de Janeiro and Salvador that pay homage to important figures in medicine will be able to see the stories, legacies and contributions of these professionals to society.
The initiative has investment in digital channels and includes a film, created by Lápis Raro, seeking to awaken people’s curiosity regarding well-known names that most people do not know are important personalities in the history of medicine in Brazil.
“Celebrating Doctors’ Day is recognizing the importance of each professional who dedicates a large part of their life to caring for people. This initiative highlights to society the recognition of doctors who, with dedication and excellence, have made a difference in people’s lives and everyone who is still active does this daily”, says Stella Brant, vice president of marketing and sustainability at Afya.
Afya and Uber’s advertising platform will carry out strategic targeting by sending targeted and contextualized content to the app’s users. In São Paulo, for example, anyone who types in an address on Oscar Freire Street will know that he was the founding physician of the São Paulo Society of Legal Medicine and Criminology, in addition to having created the city’s Legal Medical Institute. In total, ten doctors who give their names to streets in the three cities will be honored.
“Campaigns like this one from Afya, which explore the infinite possibilities of our platform in a creative way, reinforce the power of advertising on the go, for big brands to open new ways of dialoging with their consumers”, says Daniela Galego, head of Uber Advertising in Brazil.
The movement also has an interactive hotsite dedicated to mapping the streets that honor doctors who left a legacy not only in São Paulo, but in several other cities in the country, and who are little known by the population. In addition to the streets already available, it is possible to collaborate with the initiative by sending street names that honor doctors.
