Healthcare workers receive thank you call from COVID patient in ad from rideshare brand DiDi

Healthcare workers on the way to work with DiDi receive a thank you call from a recovered COVID-19 patient in a new campaign from the rideshare company.

The ‘Hero’ campaign, created by We Are Social, has been launched to promote the new DiDi Hero service, which offers healthcare workers half price trips.

Douglas Toy, head of marketing at DiDi Australia, said as the campaign continues, more messages of thanks will be spread to healthcare workers.

“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,” Toy said.

“Through the Hero campaign, we are bringing individual voices together in a national message of thanks to our country’s healthcare heroes.”

DiDi users can submit thank you messages to healthcare workers which will appear on their apps when taking DiDi Heroes trips.

Edu Pou, executive creative director at We Are Social, said in a press release: “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. 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.”

Because of social distancing requirements, the che campaign film was shot using fixed cameras.

The DiDi Hero service is available to aged care and community services workers, hospital administration staff, hospital cleaners, ward staff, mental health care workers, social services workers, paramedics, and others working in disability, community and mental health services


DiDi Australia
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


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