Shot and edited in one week, the campaign was created by We Are Social.
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, and many states have started allowing people to return to work and some social activities.
Coinciding with this milestone, DiDi, the latest rideshare service to launch in Australia, has started the program DiDi Hero to offer safer and sanitised rides to healthcare workers at up to 50% off, as a way to thank them for their work on the frontlines throughout the coronavirus pandemic.
DiDi’s agency, We Are Social, was tasked with the promotion of the new DiDi Hero service.
As part of the campaign, DiDi users were encouraged to submit ‘thank you’ messages to Healthcare Heroes, which are now being delivered in-app to frontline workers during their DiDi Hero trips.
“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," DiDi Australia head of marketing Douglas Toy says.
“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.”
Additionally, We Are Social and DiDi produced an emotional film showing three healthcare workers receiving an unexpected call from a recovered COVID-19 patient whilst going to work in a DiDi Hero trip.
His heartfelt gratitude for their tireless work and support is delivered through the speakers of the car and creates an immediate connection between the two strangers.
"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," We Are Social executive creative director Edu Pou says.
"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."
Shot and edited in one week, the video was captured with in-car cameras so that no crew were required during filming, in compliance with current regulations around content production.
The DiDi Hero service is available to AHPRA registered individuals, Aged Care and Community Services Workers, Hospital Administration Staff, Hospital Cleaners, Ward Staff, Mental Health Care Workers, Social Services Workers, and others working within the healthcare sector inclusive of Paramedics, Disability Services, Community and Mental Health Services.
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