Byte Digital delivered a digital campaign supporting an NHS service-navigation guide for Lewisham residents. The South East London Integrated Care System programme coordinated Meta, YouTube and Spotify advertising with the guide's local distribution, with a focus on priority communities.
The purpose: make the guide recognisable and useful
The guide helped residents understand local NHS service options. Digital advertising supported its introduction and continued use, using familiar illustrations and practical messages about finding the right information.
The campaign was planned around Core20 communities and IMD-informed geographic priorities. The task was to bring the guide to the attention of the communities identified in the brief and help residents recognise its relevance.
Two phases around distribution
Advertising ran from 9 January–27 March 2025.
The first phase, 9–25 January, introduced the guide ahead of and during distribution. The second, 26 January–27 March, continued the message after distribution and explained how people could find out more.
This sequencing gave each phase a practical purpose. Early creative helped residents recognise the guide; later messages supported continued discovery and use.
One creative idea across social, video and audio
Byte developed the digital creative with the NHS communications team. Meta used social formats to introduce the guide and provide a route to further information.
For YouTube, illustrations from the guide became an animated advert with voiceover. That connected the physical resource and the video visually. The audio was then adapted for Spotify, extending the same explanation into listening environments.
The shared illustrations and spoken message gave the campaign continuity, while each version was shaped for its placement. Children's channels were excluded from YouTube delivery to keep the activity aligned with the adult audience.
IMD-informed audience planning
The media plan combined Lewisham geography with priority postcode areas. Byte translated the geographic brief into the location options available on the platforms, with creative suitable for the wider local audience those settings could reach.
IMD informed the area selection. Dedicated priority-area delivery made community coverage a planned part of the campaign, alongside a clear information journey.
Message delivery
Spotify recorded audio completion rates of 92.4% in the first phase and 91.74% in the second phase. These figures describe the proportion of audio-ad plays that reached the end of the message.
The case demonstrates how a physical resource, social creative, animation and audio can work together around one local information need. Its audience and distribution planning are central to that approach.
Byte handled strategy, audience targeting, campaign setup, optimisation and reporting, with copy and artwork refined jointly with the NHS team.
See the Pharmacy First programme for another social, display and audio campaign, and NHS marketing for Byte's approach to campaign objectives and audience planning.
References
- South East London NHS, Navigating NHS campaign Report, ID 048, version 2: pages 2–5 for planning; pages 6–9 for the first phase; pages 10–14 for the second phase. The results cover January–March 2025.
- Byte Digital: print marketing for NHS public-health campaigns.
- Byte Digital: Spotify ads for NHS public-health campaigns.