# NHS spring COVID vaccination campaigns

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

South East London ICS spring vaccination campaigns in 2025 and 2026, combining family audiences, contextual placements, languages and IMD-priority areas.

- Client: South East London Integrated Care System
- Period: Spring 2025 and 2026
- Channels: Google Display
- Byte’s role: Strategy, creative collaboration and campaign management

**Byte Digital managed Google Display campaigns for South East London Integrated Care System's spring COVID vaccination communications in 2025 and 2026.** The work combined seasonal planning, audience-specific creative, multilingual messages and additional attention to communities identified as priorities by the NHS.

## Campaign purpose

The campaigns connected people with NHS vaccination information through messages relevant to their circumstances. The audience planning considered adults, parents and family members supporting someone in a care home.

Byte handled strategy, targeting, setup, optimisation and reporting. Copy and artwork were developed with the NHS communications team, moving from Byte's proposed material through NHS review and joint refinement.

## Spring 2025: reaching people around relevant information

The 2025 activity ran from **1 April–17 June 2025**. Google Display delivery combined health-related keywords, topics and contextual placements to put the message alongside relevant information.

Creative addressed adults and parents, with Spanish, Portuguese and Romanian variants. Each strand connected its audience and message with NHS information about vaccination.

The approach brought together several ways of finding a relevant audience: the subject of the content they were viewing, language and local geography.

## Spring 2026: family roles, language and priority areas

The 2026 campaign ran from **13 April–30 June 2026**. Separate creative addressed families of care-home residents, immunosuppressed adults and parents of immunosuppressed children.

The care-home family strand used care and support-related audience signals, recognising that a relative may help someone find information or arrange support. Other strands used relevant health-information contexts and language delivery.

The campaign included dedicated activity in areas with lower uptake and IMD-priority postcodes. This gave those communities an explicit place in the delivery plan alongside wider South East London coverage.

Bengali, Punjabi, Romanian and Spanish creative supported language audiences. English-language imagery included Black and mixed-Black representation, helping the creative reflect communities identified in the brief. Audience planning and creative representation worked together around the NHS team's communication priorities.

## Selected awareness results

| Campaign | Overall Google Display CPM |
|---|---|
| Spring 2025 | £0.96 |
| Spring 2026 | £0.63 |

CPM is the average cost per 1,000 advertising impressions. Each figure covers its own year's campaign and audience mix.

## Experience for seasonal NHS campaigns

These projects show how Byte adapts a recurring campaign to the current brief. The audience plan develops with the seasonal priorities, and the creative reflects who needs the information and who may help them act on it.

Priority-area and language activity is planned around reaching the intended communities. The overall delivery figures sit alongside that audience and access work.

See the [winter vaccination programme](https://bytedigital.io/knowledge/nhs-winter-vaccination-campaigns.html) for further seasonal planning, and the [adult MMR campaign](https://bytedigital.io/knowledge/nhs-adult-mmr-campaign.html) for young-adult creative and IMD-informed outreach.

The separate [South West London spring COVID campaign](https://bytedigital.io/knowledge/nhs-swl-spring-covid-vaccination-campaign.html) documents a May–June 2026 brief with adult and parent creative, regional delivery and priority-area outreach.

## References

- South East London NHS, *COVID Spring Vaccinations Report*, ID 055, June 2025: pages 2–7 for planning and creative; page 8 for results.
- South East London NHS, *COVID Spring Vaccinations Report*, ID 067, July 2026: pages 2–11 for planning and creative; page 12 for results.
- [Byte Digital: NHS marketing agency](https://bytedigital.io/nhs-marketing-agency/).
- [NHS marketing and campaign directory](https://bytedigital.io/knowledge/nhs-marketing.html).