NHS Winter Vaccination Spotify Ads

Our Spotify campaign aimed to increase awareness and drive uptake of the COVID-19 and flu vaccines among key cohorts within the Surrey Heartlands region. While national NHS marketing efforts primarily focused on the over-65 population, we designed this campaign to address other crucial groups, including:

• Frontline health workers
• Pregnant women
• Individuals with underlying health conditions, including the immunosuppressed

By raising awareness among these groups, we sought to fill the gap left by national efforts and ensure that relevant cohorts in Surrey Heartlands were informed about the importance of getting vaccinated.

We conducted the campaign with two geo-targeted components:

Catch-All Campaign

We targeted the entire Surrey Heartlands region to provide broad coverage and ensure comprehensive outreach.

Low Uptake Campaign

We focused additional efforts on areas identified as having low vaccination uptake or higher levels of deprivation, as identified by the ICB. This allowed us to maximise our impact by reaching the communities most in need.

Ad 1

Target Audience: Frontline health and social care workers, and individuals with underlying health conditions or weakened immune systems.

Script (as used):

“If you’re vaccinated and catch COVID-19 or flu this winter, you’re likely to have milder symptoms and recover faster.

Winter vaccines are available for frontline health and social care workers and those with underlying health conditions or a weakened immune system.

Protect yourself and those around you. Get vaccinated. Get Winter Strong.

Search ‘Winter Vaccinations’ for more information.”

This advert took an authoritative yet reassuring tone.

Ad 2

Target Audience: Pregnant women and parents of children with health conditions or weakened immune systems.

Script (as used):

“The COVID-19 and flu vaccines are available for pregnant women and children with health conditions or weakened immune systems.

If you’re pregnant, you’re at higher risk of becoming seriously ill from COVID-19 or flu. If you’re vaccinated and catch COVID-19 or flu this winter, you’re likely to experience milder symptoms and recover faster.

The vaccines are safe at any stage of pregnancy and for children.

Protect yourself and your family. Get vaccinated. Get Winter Strong.

Search ‘Winter Vaccinations’ for more information.”

This advert used a softer, empathetic tone to resonate with caregivers and expectant mothers, emphasising safety and communal wellbeing.

Reach and Frequency

• The Catch-All Campaign delivered broad coverage across Surrey Heartlands.
• The Low Uptake Campaign targeted areas with low vaccination rates or higher deprivation, ensuring the message reached those most in need.
• The Catch-All Campaign generated 1,178,814 impressions and 1,634 clicks.
• The Low Uptake Campaign generated 353,260 impressions and 407 clicks.
  1,532,074 total impressions.
• Around 1,437,085 of those impressions were full 30 second ad listens.

Engagement

• Two distinct voiceovers and scripts increased the likelihood of resonating with each demographic.

Benefits of a High-Impression Campaign

• Consistent, repeated messaging served as a gentle reminder, prompting individuals to consider booking vaccinations or discussing the topic.
• Hearing a clear, consistent message in a non-intrusive setting helps to “nudge” individuals towards viewing vaccination as a routine, protective measure.
• Hearing the messages in everyday contexts helped instil the view that vaccinations are a regular, expected part of winter health, thereby promoting a societal norm around ‘getting Winter Strong.’
• Multiple ad exposures help move people from simple awareness to deeper consideration and, ultimately, action. By hearing the message repeatedly, people are more likely to remember the information and act on it.
• The vast majority of listeners completed the audio ad, meaning they heard the full message about the benefits and importance of vaccination. This high completion rate is especially critical for health campaigns, as it increases the chance that individuals fully absorb the key points—safety, efficacy, eligibility.
• These costs per thousand impressions are relatively low indicating that the messages were cost effectively delivered.