# NHS adult MMR campaign

Published: 2026-10-20 · Updated: 2026-10-20 · Reviewed: 2026-10-20

Young-adult MMR advertising for South East London ICS, with IMD-informed outreach, multilingual messages and YouTube creative designed for the first five seconds.

- Client: South East London Integrated Care System
- Period: April–June 2024
- Channels: Meta and YouTube
- Byte’s role: Strategy, creative collaboration and campaign management

**Byte Digital planned and managed an adult MMR awareness campaign for South East London Integrated Care System in 2024.** The campaign combined Meta and YouTube advertising, priority-area outreach and multilingual messages to make vaccination information relevant to young adults.

## Audience and objective

The brief addressed an important communication challenge: helping young adults recognise that MMR information was relevant to them. Meta activity focused on people aged 20–29, while YouTube covered ages 18–34.

Meta advertising ran from **25 April–20 June 2024**, with YouTube activity in May–June. Wider South East London coverage sat alongside dedicated activity for underserved neighbourhoods and language audiences.

## Reaching priority communities

Byte structured the activity around complementary objectives. Reach campaigns introduced the message across the area; traffic campaigns gave people a route to NHS MMR information.

The audience plan included priority postcodes and areas identified using the Index of Multiple Deprivation (IMD). Giving those areas dedicated attention made community coverage part of the media plan from the outset. Language-specific delivery and translated messaging supported Arabic, Polish, Portuguese, Spanish, French, Hindi, Malay and Indonesian audiences.

This was an audience-led approach: geography, language and the NHS team's priorities informed where and how the message appeared.

## Creative designed for the first five seconds

The YouTube creative placed the central point — MMR matters to young adults — within the first five seconds, before the advert could be skipped. Byte worked with voiceover artist Tanga Wanda, selecting a voice suited to the young-adult audience.

Subtitles supported the message across language settings. Children's channels and apps were excluded from YouTube delivery to help keep the advertising aligned with the intended adult audience.

These decisions joined the creative and media strategy: the opening message, voice, subtitles and placements all served the same audience.

## Byte's delivery

Byte handled strategy, targeting, setup, optimisation and reporting. Advertising copy and artwork were developed with the NHS communications team through proposed creative, NHS review and joint refinement.

## Selected delivery results

Meta activity achieved an **overall CPM of £1.71**, the average cost per 1,000 advertising impressions across its campaign strands. YouTube recorded an **average cost per view of £0.01**.

These figures describe delivery efficiency across the named channels. The campaign's wider contribution was the combination of young-adult creative, multilingual communication and planned coverage of priority communities.

See the separate [childhood vaccination campaign](https://bytedigital.io/knowledge/nhs-vaccination-campaigns.html), [spring COVID vaccination campaigns](https://bytedigital.io/knowledge/nhs-spring-covid-vaccination-campaigns.html) and [winter vaccination programme](https://bytedigital.io/knowledge/nhs-winter-vaccination-campaigns.html) for further NHS audience and creative work.

## References

- South East London ICS, *Facebook MMR Report*, campaign ID SEL 037, 2024: pages 2–7 for Meta planning and results; pages 8–10 for YouTube.
- [Byte Digital: Meta ads for NHS public-health campaigns](https://bytedigital.io/resources/meta-ads-for-nhs-public-health-campaigns/).
- [Byte Digital: YouTube ads for NHS public-health campaigns](https://bytedigital.io/resources/youtube-ads-for-nhs-public-health-campaigns/).
- [NHS marketing and campaign directory](https://bytedigital.io/knowledge/nhs-marketing.html).