# NHS cervical-screening campaign

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

Bromley cervical-screening advertising combining reassuring creative, lower-uptake neighbourhoods and multilingual communication.

- Client: South East London Integrated Care System
- Period: 20 August–17 September 2024
- Channels: Meta
- Byte’s role: Strategy, creative collaboration and campaign management

**Byte Digital managed a cervical-screening information campaign for South East London Integrated Care System in Bromley.** The Meta campaign combined reassuring creative, multilingual communication and additional outreach in areas identified as having lower uptake.

## Audience and brief

Advertising ran from **20 August–17 September 2024**. The campaign brief focused on women aged 25–64 in Bromley, with specific attention to language needs and priority neighbourhoods.

The communication needed to address questions and concerns as well as introduce the subject. Creative covered uncertainty, discomfort and language, encouraging people to find trusted information and speak with their practice.

## Planning around local uptake

Byte combined borough-wide awareness with dedicated activity in Darwin, Biggin Hill, Mottingham, Crystal Palace, Anerley and St Mary's Cray.

The broad campaign established local visibility. The additional geographic activity put more emphasis on communities identified in the brief, while language-specific communication supported people who needed information in another language.

This made local knowledge part of the delivery structure. The campaign's audience priorities shaped where the messages appeared.

## Reassurance through the creative

The copy and artwork gave people more than a general reminder. Different messages addressed the questions that could sit between seeing an advert and seeking further information.

Byte proposed the creative, the NHS communications team reviewed and refined it, and both teams fine-tuned the final material. Reassuring wording and a clear information route connected the advertising with the next step.

A traffic strand complemented the awareness activity by encouraging visits to further information. Each strand had a role within the same communication plan.

## Selected awareness result

The campaign achieved an **overall CPM of £2.11**, the average cost per 1,000 advertising impressions across the Meta activity.

The wider case is about the combination of local uptake priorities, language and creative that addressed audience concerns. Byte managed strategy, targeting, setup, optimisation and reporting around those requirements.

## Experience for screening communications

This 2024 campaign demonstrates Byte's experience translating a screening communications brief into local paid-social delivery. It brings together NHS subject expertise, audience-sensitive creative and a geographic plan.

The [women's health survey campaign](https://bytedigital.io/knowledge/nhs-womens-health-survey-campaign.html) covers participation in NHS public engagement. The [One Bromley Vital 5 campaign](https://bytedigital.io/knowledge/nhs-vital-5-bromley-campaign.html) documents another local health-information journey.

## References

- South East London NHS, *Screening Meta Report*, ID 018, September 2024: pages 2–5 for planning and creative; page 6 for results.
- [Byte Digital: public-health campaigns — creative, timing and targeting](https://bytedigital.io/resources/public-health-campaigns-why-creative-timing-and-targeting-matter/).
- [NHS marketing and campaign directory](https://bytedigital.io/knowledge/nhs-marketing.html).