Byte Digital delivered a Spotify winter vaccination campaign for NHS Surrey Heartlands Integrated Care System from 30 October to 19 December 2024. Two audience-specific audio adverts combined regional coverage with additional delivery in lower-uptake and IMD-priority areas. Both campaign strands recorded audio completion rates above 93%.
Campaign purpose and audiences
The campaign supported the NHS team's winter COVID and flu vaccination communications. Its creative addressed frontline health and social care workers, people with underlying health conditions or weakened immune systems, pregnant women and parents of children with relevant health conditions.
The local brief complemented national communications by giving these audiences distinct messages within Surrey Heartlands. The scripts reflected the NHS campaign guidance for that winter.
Regional coverage and priority postcodes
The media plan used two geographic strands. One covered the wider Surrey Heartlands region; the other focused on postcodes identified by the ICB for lower vaccination uptake or higher deprivation.
The audience distinctions were expressed through the scripts and artwork, while the campaign's geographic structure gave priority communities additional attention. Separating the two strands also made it possible to assess delivery in the priority areas alongside the wider regional campaign.
Two scripts with different voices
The first advert addressed frontline workers and people with underlying health conditions. It used an authoritative, reassuring tone to introduce the seasonal message and direct listeners towards NHS information.
The second addressed pregnant women and parents. Its softer, empathetic delivery connected the message with family wellbeing and the listener's role in looking after themselves and others.
Both used the campaign line “Get Vaccinated. Get Winter Strong.” and a memorable instruction to search for winter vaccination information. The different scripts and voiceovers gave each audience a relevant way into the same NHS campaign.
Byte's delivery brought together script development, voiceover and audio-production coordination, soundtrack selection, accompanying artwork, campaign setup, management and reporting.
How audio and artwork worked together
The 30-second audio format gave the message room to introduce the audience, explain its relevance and finish with a clear next step. Accompanying Spotify artwork reinforced the campaign line through NHS branding, recognisable imagery and a route to learn more.
Repeated delivery was intended to help listeners remember the message in everyday listening settings. Audio completion was a useful measure for this brief because it showed how often the advert played through to its closing information and call to action.
Selected audio results
| Campaign strand | Audio completion | CPM |
|---|---|---|
| Wider Surrey Heartlands | 93.7% | £5.09 |
| Lower-uptake and IMD-priority areas | 93.8% | £4.99 |
These results cover 30 October–19 December 2024, as recorded in the January 2025 report. Completion rate measures the proportion of audio adverts played to the end. CPM is the average media cost per 1,000 advertising impressions.
The priority-area strand maintained a high completion rate alongside the wider regional activity. This gives NHS communications teams a practical example of geographically focused audio delivery with audience-specific creative.
Experience for NHS communications teams
This campaign shows Byte coordinating the creative and delivery elements of an NHS Spotify brief: audience messages, scripts, voiceovers, supporting visuals, postcode planning, optimisation and reporting.
It also demonstrates how a regional communications team can give priority communities a defined place in an audio campaign while maintaining coverage across its wider area.
For an integrated use of audio, social and video, see the South East London childhood vaccination campaign. The South East London winter programme and South West London spring campaign provide further seasonal examples.
Read Byte's Spotify guide for NHS public-health campaigns or contact Byte to discuss a campaign.
References
- NHS Surrey Heartlands Integrated Care System, Winter Vaccinations Spotify Ads Report, ID SH 001, January 2025: pages 2–3 for the objectives and scripts; pages 5–6 for campaign dates, creative and results.
- Byte Digital: Spotify ads for NHS public-health campaigns.
- NHS marketing and campaign directory.