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.
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.”—says 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.”
Douglas Toy, Head of Marketing at DiDi Australia, said: “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.”
“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.”
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.