# NHS 111 urgent dental care campaign Published: 2026-10-19 · Updated: 2026-10-20 · Reviewed: 2026-10-20 South West London NHS urgent dental campaign, April–May 2026: priority wards, five translated languages, integrated media and 5.95 million impressions. - Client: South West London Integrated Care System - Period: April–May 2026; Search from 31 March - Objective: Urgent dental service awareness - Channels: Meta, YouTube, Search and Display **Byte Digital delivered a multi-channel NHS urgent dental care campaign for South West London Integrated Care System in April and May 2026.** The campaign promoted awareness of access through NHS 111 online, with additional focus on areas with lower uptake. The [published campaign case study](https://bytedigital.io/case-studies/nhs-111-urgent-dental-care-campaign/) records the brief, channel strategy and results. ## Campaign delivery Meta, YouTube and Google Display supported awareness, while Google Search reached people actively looking for urgent dental help. Geographic planning combined wider South West London coverage with priority wards and Core20 areas. The two roles worked alongside each other. Awareness creative introduced the NHS 111 online route before someone needed it; Search connected the message with people already seeking urgent dental information. The main campaign ran from **1 April–31 May 2026**. Google Search began on **31 March**, immediately ahead of the wider launch. Byte handled the integrated strategy, campaign setup, audience planning, optimisation and reporting. ## Meta: awareness and practical action Meta activity gave three groups of lower-uptake wards their own campaign strands, alongside wider South West London coverage. This allowed the NHS team's geographic priorities to shape delivery while retaining a broad regional presence. Separate traffic activity encouraged visits to the NHS 111 online destination. Keeping the awareness and traffic objectives distinct gave each strand a clear role: introducing the service route and helping people take the next step. Static and carousel creative broke the service explanation into clear stages, from recognising an urgent dental need to finding NHS 111 online. NHS-produced clinician video added a trusted professional voice; Byte managed its use within the campaign. ## Priority communities and language Dedicated activity in lower-uptake wards gave local priorities an explicit place in the media plan. Wider South West London delivery maintained visibility across the area. Creative included Tamil, Urdu, Polish, Korean and Spanish versions. Language-specific messages helped carry the service explanation into the communities identified in the brief. The English creative and post copy were approved before professional translation into the agreed languages. Local grammar and natural phrasing informed the translated versions, keeping the service explanation clear for each audience. Delivery included a midpoint review and ongoing optimisation, connecting the audience priorities with the advertising response. ## Search, video and display working together Google Search covered emergency-dentist and dental-symptom queries. This connected the campaign with people already looking for help, using adverts that directed them towards NHS 111 online. YouTube extended the message beyond social feeds through regional, relevant-content and priority-postcode strands. Google Display added visibility across websites and apps, including dedicated Core20 postcode activity. These channel roles supported the same service explanation at different moments: introducing it ahead of need, reinforcing it across media and making it visible during an urgent search. ## Reported visibility The source reports **5,946,857 impressions across the reported channels**, nearly twice the original objective of three million. This measures advertising displays, including repeated exposure. The emergency-dentist Search campaign recorded a **17.96% click-through rate**, showing the response to adverts appearing against that specific set of high-intent searches. The separate Meta traffic campaign achieved a **2.24% click-through rate**. Each rate relates to its own campaign objective and audience. The case demonstrates the combination of broad visibility, priority-area outreach, translated creative and search intent within one service-information campaign. ## Related experience This project adds NHS dental service communications to Byte's [NHS marketing experience](https://bytedigital.io/knowledge/nhs-marketing.html). For practice owners, the separate [dental marketing guide](https://bytedigital.io/knowledge/dental-marketing.html) covers advertising and website services, while the [Beckenham Dental Centre record](https://bytedigital.io/knowledge/beckenham-dental-centre.html) documents private-practice enquiry generation. The [South West London spring vaccination campaign](https://bytedigital.io/knowledge/nhs-swl-spring-covid-vaccination-campaign.html) documents further priority-area outreach for the same regional NHS system. [Contact Byte](https://bytedigital.io/contact-us/) to discuss an NHS campaign brief. ## References - South West London Integrated Care System, *111 Urgent Dental Care Campaign Project Report*, June 2026, report cover ID SWL 001: pages 2–8 for strategy and creative, page 9 for Meta results, pages 10–16 for Google channel delivery and page 17 for the overall result. - [NHS 111 urgent dental care campaign](https://bytedigital.io/case-studies/nhs-111-urgent-dental-care-campaign/). - [NHS marketing agency services](https://bytedigital.io/nhs-marketing-agency/).