Independent NHS marketing agency for accessible public health campaigns

Campaign strategy, audience insight, creative and media across Google Search, Meta, YouTube, Spotify, display, print and out-of-home.

Discuss a campaign View NHS App case study

Byte Digital is an independent agency and is not part of, or endorsed by, the NHS.

Four approved South East London NHS App campaign creatives featuring people holding phones
01NHS App adoptionSocial creative
Approved NHS Surrey Heartlands winter vaccination Spotify campaign creative
02Vaccination uptakeDigital audio
Approved NHS 111 mental health campaign shown in a social media placement
03Mental health awarenessPaid social
Approved NHS App out-of-home campaign displayed on buses and a public digital screen
04Print and OOHPhysical media

NHS and public health campaign delivery

Search, social, video, audio and offline activation

Accessibility-aware planning

Responsible measurement

Campaign scope

One team across every campaign touchpoint

We support public health awareness, service uptake, recruitment and patient information across digital, audio, print, out-of-home and community touchpoints.

  • Public health awarenessClear, accessible communications that help communities understand services and take an informed next step.
  • Vaccination uptakeTargeted digital, audio, print and out-of-home activity designed around priority cohorts and local barriers.
  • Mental health and urgent careSensitive messaging, inclusive creative and clear routes to urgent and non-urgent support.
  • NHS App adoptionAwareness and adoption campaigns that account for digital exclusion and routes to assisted support.
  • Recruitment and workforceCampaign planning and creative for recruitment, workforce engagement and hard-to-reach candidate groups.
  • Service and patient informationJoined-up digital, print and community communications for service access, service changes and patient information.

Campaign governance

Clear responsibilities from brief to delivery

Public health campaigns work better when evidence, approvals and operational responsibilities are agreed before media activity begins.

  1. Brief

    Define the objective, audiences, access needs, service context and evidence available.

  2. Approvals

    Agree who approves claims, creative, targeting, translations, logos and reporting.

  3. Channel plan

    Choose Search, Meta, YouTube, Spotify, display, print and OOH around audience behaviour and access needs.

  4. Accessible delivery

    Plan plain language, captions, contrast, translation and communication routes beyond digital channels.

  5. Measurement

    Distinguish media and website activity from awareness, behaviour, service uptake and health outcomes.

  6. Escalation

    Set operational contacts, monitoring thresholds and agreed pause or escalation routes.

Connected delivery

The right mix of channels for the audience

We plan the channel mix around the campaign objective, audience behaviour, access needs and available evidence—not simply the lowest cost per click.

Channels we plan and manage

  • Google SearchReach people looking for relevant health information and services.
  • MetaBuild awareness and prompt action across Facebook and Instagram.
  • YouTubeExplain complex messages and build reach and recall with video.
  • SpotifyTargeted audio with scripts, voiceovers and platform-ready creative.
  • DisplayExtend visual awareness across relevant websites, apps and audience environments.
  • Print + OOHPosters, transport, public screens and physical campaign touchpoints.

Paid media

Planning, buying, optimisation and reporting, with targeting and exclusions agreed for the campaign context.

Creative and production

Campaign concepts, design, video, audio, voiceovers, animation and channel-ready adaptations.

Offline activation

Posters, transport, public screens and community touchpoints for audiences beyond digital channels.

Accessibility and inclusion

Plain language, captions, contrast, translation and planning for digital exclusion and access needs.

Audience insight and evaluation

Audience insight, response data and reporting that distinguishes confirmed results from interpretation.

Useful evidence first

Campaign examples and planning resources

Practical guidance and published case studies to support planning and procurement conversations.

Planning resource

NHS campaign planning principles

A practical checklist covering audience needs, accessibility, approvals, channel planning, measurement, offline routes and service readiness.

View planning principles
Approved South East London NHS App campaign creatives

Campaign evidence

South East London NHS App campaign

An evidence-led example of campaign delivery, audience targeting and responsible attribution.

Read case study

Honest evaluation

What campaign data can—and cannot—show

Campaign reporting is only as strong as the available data. We agree what can be measured before launch, distinguish media and website activity from service outcomes, and state where attribution is limited.

Can indicate

  • Reach, frequency and engagement
  • Website activity and agreed response actions
  • Geographic and audience response patterns
  • Media efficiency against agreed measures

Does not automatically prove

  • Awareness or behaviour change without research
  • Service uptake without linked service data
  • Direct campaign causation
  • Improved health outcomes

Campaign questions

Answers to questions commissioning teams may ask

Clear answers about scope, accessibility, measurement and operational responsibility make it easier to assess the right partner.

Is Byte Digital part of or endorsed by the NHS?

No. Byte Digital is an independent agency. We support commissioned work for NHS organisations and partners, but we are not part of or endorsed by the NHS.

What types of NHS campaigns can you support?

We support public health awareness, vaccination, mental health, recruitment, service information and digital adoption campaigns. Delivery can include Search, Meta, YouTube, Spotify, display, print, out-of-home, creative production and campaign reporting.

How do you approach accessibility and health inequalities?

We consider accessible formats, plain language, captions, contrast, translation, offline routes and audience access needs during planning. Requirements and approval responsibilities are agreed with the commissioning organisation.

How do you measure and report campaign performance?

We agree the reporting framework before launch. Depending on the campaign, this may include reach, engagement, website activity, enquiries or other agreed actions. We distinguish platform and website data from service uptake, behaviour change and health outcomes, and state any attribution limits.

How do you prevent a campaign from overwhelming a service?

Before launch, planning should cover service capacity, operational contacts, monitoring thresholds and agreed pause or escalation routes with the responsible client team.

Start with the service context

Planning an NHS or public health campaign?

Tell us about the audience, the service receiving demand and the approvals required. We’ll suggest a practical next step without the hard sell.

Discuss your campaign
Running Google Ads