Byte Digital delivered South West London Integrated Care System's spring COVID vaccination advertising on Google Display from 26 May to 30 June 2026. The campaign combined separate messages for immunosuppressed adults and parents of immunosuppressed children with dedicated activity in lower-uptake and IMD-priority areas.
Campaign purpose
The brief was to support awareness of the spring vaccination programme among the audiences identified by the NHS. Adult and parent messages addressed different information needs, helping people recognise the relevance of the campaign to themselves or their family.
Byte brought together campaign strategy, audience planning, creative development, setup, optimisation and reporting. The campaign's structure connected the NHS audience priorities with the message, placement and geographic delivery.
Four strands with a clear audience role
The Google Display activity had four strands:
- Adult messaging across South West London.
- Adult messaging within lower-uptake and IMD-priority areas.
- Parent messaging across South West London.
- Parent messaging within the same priority areas.
This gave each audience both wider regional coverage and a dedicated local strand. Postcode planning reflected the NHS team's uptake and deprivation priorities, while relevant health-information contexts and audience signals informed placement.
The structure allowed Byte to review the adult, parent and priority-area activity separately. The evaluation considered whether the intended communities were receiving the information alongside the overall efficiency of delivery.
Creative that makes the audience clear
The adult adverts used plain-language references to a weakened immune system, a direct seasonal vaccination message and a clear route to learn more. Parent versions addressed the child's circumstances and the parent's role in finding information.
Separate family and adult imagery helped make the messages recognisable. The artwork included different ages and ethnic backgrounds, with designs adapted to square, landscape and vertical Display placements.
The creative connected the audience, the reason to pay attention and the next step within the limited space of a display advert. NHS branding and consistent visual treatment kept the messages recognisable across formats.
Priority-area outreach
Dedicated postcode activity gave lower-uptake communities a defined place in the media plan. IMD information was used at area level, alongside the NHS team's local priorities.
The campaign balanced this focused outreach with coverage across South West London. Keeping the regional and priority-area strands distinct supported practical review of delivery against the brief.
Selected awareness result
The campaign achieved an overall Google Display CPM of £0.56 for 26 May–30 June 2026. CPM is the average media cost per 1,000 advertising impressions.
This result sits alongside the campaign's main delivery choices: separate adult and parent messages, relevant content contexts, multiple creative formats and dedicated priority-area outreach.
Related NHS experience
The South East London spring vaccination campaigns document further work with family audiences, multilingual creative and IMD-priority areas. The South West London urgent dental campaign shows how Byte combines local outreach with search, social and video.
For audio-led seasonal communications, see the Surrey Heartlands Spotify vaccination campaign. The NHS campaign directory brings these records together.
Read about Byte's NHS marketing services or discuss a campaign brief.
References
- South West London Integrated Care System, COVID-19 Spring Vaccines Campaign Project Report, ID SWL 002, July 2026: pages 2–3 for the campaign plan, pages 4–5 for creative and page 6 for the delivery dates and results.
- Byte Digital: NHS marketing agency.