NHS Mid and South Essex - Colour (RGB)

The power of vaccines cannot be understated – they save lives, prevent illness, contribute to children having the best start in life, and offer older people or those with weakened immune systems safety from infections. 

One of the lesser-known vaccines – pneumococcal – helps protect against serious illnesses such as pneumonia and meningitis, and is particularly recommended for people at higher risk of these illnesses, such as babies and those aged 65 and over. 

The NHS Mid and South Essex ICB (Integrated Care Board) were looking to raise awareness to encourage eligible individuals to receive the free pneumococcal vaccination, and engaged Mobas to create and deliver an impactful and thoughtful campaign. 

million impressions

%

video completion rate (vs 4.97% previous campaign)

%

more efficient cost per thousand impressions (£4.69 vs £6.09 previous campaign)

%

increase in vaccinations vs 2023

Project Objectives 

 

The goals were to: 

  • Educate the target audience about the benefits of the vaccine and promote its uptake among those over 65 years of age and individuals with chronic long-term conditions. 
  • Reduce the risk of Meningitis, pneumonia, and sepsis in the community. 
  • Increase the number of vaccinations through FREE pneumococcal vaccination at the GP.   
Are you protected NHS Essex

Our approach

Working closely with the digital team at the Mid & South Essex ICB, we took time to understand the key audiences, where the most effective campaign money could be spent and what the creative could look like. 

Resonating with the target audiences is key in these kinds of campaigns – making sure that when they see campaign collateral they are captivated straightaway. This meant making sure we use relevant language and imagery to clinch engagement, ensuring they will watch through to get the main message. 

Our primary recommended tactics for this campaign include printed traditional media, pharmacy screens and paid social media – supported by prominent positioning within GPs / local practices (e.g. posters and digital screens) and additional local community-led activities. 

For our secondary audiences – including friends and family, to pass on the recommendation of the vaccine – chosen paid digital channels included Facebook, Instagram and YouTube to reach the audience(s) in as wide a place as possible. 

Although this latter focus was a supporting stream, these platforms provide detailed targeting capabilities that allowed us to develop messaging specifically for the region. 

"The strategic, targeted approach of Mobas has clearly resonated with our key audiences, helping to protect more individuals in our community. As a result, we're pleased to see that the campaign has contributed to a 7.4% increase in vaccinations so far this year (Jan to July 2024) compared to the same period in 2023." James Sharp, Specialist Communications Manager, NHS Mid and South Essex

Measurable Results

Our targeted digital advertising campaign successfully raised awareness about the pneumococcal vaccination in mid and south Essex, with a strategic blend of digital media on Meta platforms and YouTube.  

The content, aimed at those aged over 65 and/or living with chronic conditions, resonated deeply, indicated by the high number of video completions. 

Meta (Facebook and Instagram):  

  • Reached more than 177,000 individuals and achieved nearly 2 million impressions 
  • There was a cost-effective outreach, with a CPM of just £1.04 
  • 10,263 video completions and 84,115 engagements  
  • This was a better video completion rate compared to the previous year’s winter flu campaign (4.97% video completion winter flu vs 5.79% video completion for pneumococcal campaign). 

YouTube: 

  • Watch time was substantial for all categories, with the Suppressed Immune category leading with over 663,000 seconds – indicating strong viewer engagement 
  • An improvement on the winter flu campaign with the CPM (Cost Per Mille/Per Thousand) decreasing by 22.98% from £6.09 to £4.69. 
  • Viewable impressions were high, with the Suppressed Immune category leading at  43,817.  

 *****

See our case studies page for more on our digital marketing campaigns, or visit our healthcare page for more information on our private and NHS healthcare clients. 

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