With the number of COVID-19 cases relatively low, the Australian government has announced a three-step roadmap to start relaxing some of the restrictions, while several states have started allowing people to return to work and engage in some social activities.
In response, DiDi, the latest rideshare service to launch in Australia has launched “DiDi Hero” offering healthcare workers rides for up to 50% off, as a way to thank them for their work on the frontlines during the Coronavirus pandemic.
Created by We Are Social, the promotion of the new service is part of a campaign where DiDi users are encouraged to submit ‘thank you’ messages to Healthcare Heroes, which are then delivered in-app to frontline workers during their DiDi Hero trips.
Additionally, We Are Social and DiDi produced a film showing three healthcare workers receiving an unexpected call from a recovered COVID-19 patient while going to work.
The video was captured with in-car cameras so that no crew was required during filming, in compliance with current regulations around content production.
“This campaign is a celebration of humanity, a message of hope, expressed directly by a COVID-19 survivor to the real heroes that have arisen during this global crisis,” said Edu Pou, executive creative director at We Are Social. “The experience of Michael, the recovered patient at the other side of the phone, is very personal, but his broken voice speaks for all of us.”
“Australia’s healthcare workers have been at the frontline of this healthcare crisis, and this campaign is our way of expressing our gratitude from the entire DiDi community,” added Douglas Toy, Head of Marketing at DiDi Australia.
“Through the Hero campaign, we are bringing individual voices together in a national message of thanks to our country’s healthcare heroes. We invite all Australians to continue to share their ‘thank you’s with our frontline workers as they continue to care for us in this time of need.”
Head of Marketing – Douglas Toy
Marketing & Customer Strategy Manager – Rosie McFarlane
Marketing Specialist – Katie Penwell
Senior Digital Designer – Hallan Moulin
We Are Social Australia
Executive Creative Director – Edu Pou
Creative Director – Bob Mackintosh
Senior Editor – Zoh Dowling
Illustrator – Sylvia Leo
Senior Designer – Jamen Percy
Executive Producer – Thea Carone
Strategy Director – Shaun Profeta
Account Director – Ben Mayor
Senior Account Manager – Cece Chieng
Production: We Are Social Studios
Director – Bob Mackintosh
DOP – Jordan Maddocks
Editor/ Post-production – Sam Wickham
Sound Design – Simon Kane/ Song Zu