South East London ICSAd · Public
•••Thinking about having a baby? Making healthy lifestyle choices together can help boost fertility.
To find local support visit: planforbaby.co.uk
planforbaby.co.ukSee details
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NHS South East London · January–June 2026
Turning preconception guidance into action
A six-month, multi-channel programme combined active-search intent, broad awareness, audience and IMD prioritisation, partner-inclusive targeting, multilingual journeys and a three-phase creative sequence—helping people find, understand and act on preconception advice.
Limit caffeineSee details
Start taking folic acidSee details
Avoid alcoholSee details
Check your MMRSee details
Eat a balanced dietSee details
Give your baby the best startSee details
The approach
A campaign system built around how people find, learn and act.
The strategy joined audience needs, media intent, accessible content and measurement into one six-month programme.
Always-on visibility
Search captured people already looking for pregnancy-planning advice, while Display and Meta maintained awareness across South East London from January to June.
Layered audience targeting
The plan combined a women 18–45 core with younger women, IMD-priority wards, health and mental-wellbeing intent, relationship-stage signals and partner-inclusive activity.
Inclusion by design
Plan for Baby carried the full journey in seven languages. Meta also delivered translated awareness creative for Spanish, Nepali and Romanian-speaking audiences.
Content matched to intent
Static and responsive creative introduced the subject; midwife and healthcare-professional video explained it; support messages, a quiz and real stories prompted action.
One measurable destination
A dedicated mobile-first landing page connected every channel, signposted trusted resources and retained website-level measurement when Meta Pixel event reporting became unavailable.
What the strategy delivered
Four defined proof points show the scale of the full channel mix and the actions it generated.
- 3.14mDisplay impressions
- Always-on Google Display activity across South East London.
- 3.46mMeta impressions
- Across awareness, education, support/action and quiz activity.
- 331kYouTube views
- Across education and case-study video phases.
- 697Resource actions
- Search-attributed visits that continued to an external support resource.
Audience strategy
Make complex guidance relevant before someone becomes pregnant—not after.
One subject. Many audiences and starting points.
Preconception health spans supplements, medication, mental wellbeing, diet, smoking, alcohol, caffeine and long-term conditions. The communications challenge was to bring those topics into one clear journey for people with different levels of intent, knowledge and support.
The campaign needed broad visibility without treating South East London as one audience. Delivery placed additional emphasis on younger women, people living in more deprived areas, people managing long-term or serious mental-health conditions, and partners who influence or support pregnancy planning.
Women aged 18–45
Younger women aged 18–24
Priority IMD areas
Long-term and mental-health needs
Active family-planning intent
Partners and couples
From awareness to action
The phases overlapped deliberately: always-on demand capture continued while education and action activity were introduced.
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January–June
Be visible at the moment of need
Search responded to planning, supplements, medication, mental health, diet, alcohol, smoking and caffeine queries. Display and Meta added broad, younger, IMD, relationship, partner and translated-language awareness.
Google Search · GDN · Meta
-
February–April
Turn awareness into understanding
Static education and midwife or healthcare-professional video explained folic acid, vitamin D, healthy diet and activity, medication planning and emotional wellbeing in a credible, reassuring way.
Meta · YouTube
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April–June
Make the next step feel achievable
Action messages covered supplements, GP conversations, safe medication review, lifestyle changes and wellbeing support. The quiz reinforced recall; real-life case studies made behaviour change more relatable.
Meta · YouTube · Website
One destination, designed for action
Plan for Baby gave the campaign a controlled destination for clear advice, further support and website-level measurement.
Mobile-first campaign hub
Designed around the devices most likely to arrive from Meta, Display and YouTube.
Seven languages
English, Spanish, French, Portuguese, Romanian, Polish and Nepali supported more accessible journeys.
Privacy-conscious measurement
Google tracking measured engagement and outbound resource clicks after Meta health-data restrictions prevented Pixel event reporting.
Creative evolved from awareness to action
Broad preparation messages opened the journey. Specific health topics, professional-led education, quizzes and real stories then carried people towards practical next steps.
Phase 3 engagement
Why the quiz worked
It changed the audience’s role from passively seeing advice to actively testing what they understood.
The questions brought folic acid, vitamin D, alcohol, caffeine, diet, activity and mental wellbeing into one short interaction. This reinforced message recall and created a low-friction next step after the awareness and education phases. Meta delivery was shaped towards people most likely to engage, while the website measured actual starts and completions.
Starts and completions were measured through the Plan for Baby website, not reported as Meta conversions, because health-related data-sharing restrictions prevented Pixel event reporting.
- 6,986
- landing-page clicks
- 341
- quiz starts
- 301
- quiz completions
- £4.65
- per completion
Channel results, in context
The campaign balanced low-cost awareness with higher-intent engagement. The report records 21 Meta campaign/audience lines across awareness, education, support/action and quiz activity—including broad, younger, IMD-priority, relationship and partner audiences, plus Spanish, Nepali and Romanian Phase 1 campaigns.
| Channel | Role | Reported performance |
|---|---|---|
| Google Display | Always-on awareness | 3,144,878 impressions · £0.79 CPM |
| Google Search | Capture active intent | 697 resource actions · £8.55 per conversion |
| YouTube | Education and real stories | 331,156 views · £0.008–£0.010 CPV |
| Meta programme | Three campaign phases plus an action-focused quiz | 3,456,103 impressions · 20,273 landing-page clicks£0.39 blended CPC |
| Meta · Phase 1 | Awareness across broad, younger, IMD, partner and translated audiences | 851,718 impressions · 4,785 clicks336,546 reported reach · £0.53 CPC |
| Meta · Phase 2 | Education through practical and healthcare professional-led content | 796,209 impressions · 5,674 clicks390,042 reported reach · £0.36 CPC |
| Meta · Phase 3 | Support and action-focused reminders | 1,354,249 impressions · 2,828 clicks453,117 reported reach · £0.71 CPC |
| Meta · Quiz | Engagement and knowledge retention | 453,927 impressions · 6,986 clicks94,832 reported reach · £0.20 CPC · 301 website-tracked completions |
Results driven.
We bring private-sector pace, clarity and performance discipline to public-sector campaigns—without compromising accessibility, accountability or public trust. The result is work designed to be understood, acted on and measured in the real world.
