Byte Digital managed winter vaccination advertising for South East London Integrated Care System across Meta, YouTube and Google Display. The 2025–26 programme combined phased seasonal communications, multilingual outreach and NHS-produced clinician video, with a separate campaign responding to rising flu cases.
Planning around different audiences
The seasonal programme ran in phases from 11 August 2025–28 February 2026. Its structure reflected the different information needs of parents, people seeking maternal vaccination information and adults with long-term conditions.
Early Meta activity introduced winter vaccination messages using the NHS's existing “Why We Get Vaccinated” resources. Later strands developed more specific messages for each audience.
Byte handled strategy, targeting, setup, optimisation and reporting. Copy and artwork were developed or adapted with the NHS communications team through proposed creative, NHS review and joint refinement.
Language, representation and local priorities
The parents' strand focused on flu vaccination information for families of children aged two and three. Local uptake information and IMD-priority areas informed geographic delivery.
Spanish, Polish, Romanian, French, Nepali and Yoruba creative supported community outreach alongside English-language advertising. Language and community settings were adapted to the options available on each platform.
The creative plan for adults with long-term conditions used everyday representations, including work, sport and family life. The intention was to make the message recognisable to people who might not see themselves in more conventional images of vulnerability.
These audience decisions shaped both the media plan and the advertising. The programme gave priority communities, language needs and different life circumstances a defined place in delivery.
NHS-produced clinician video
The maternal YouTube strand used clinician videos produced and supplied by the NHS. Byte managed their advertising strategy, setup, audience delivery and optimisation, with accompanying copy refined alongside the NHS team.
A clinician speaking directly to the viewer brought a trusted professional voice to the message. Relevant video and search contexts helped connect that explanation with people looking for maternal-health information.
The maternal YouTube activity, reported for September 2025–February 2026, achieved an average cost per view of £0.007.
Responding to rising flu cases
A separate campaign ran from 22 November–24 December 2025. It combined Google Display, Meta and YouTube activity for older adults and parents, including Spanish-language communication.
Existing static assets were adapted to the placements, and NHS-supplied videos carried the spoken message. The channel mix gave the NHS team several ways to reach its audiences during the same period.
Google Display achieved an overall CPM of £1.63, the average cost per 1,000 advertising impressions. YouTube recorded an average cost per view of £0.009.
Experience for NHS communications teams
The work shows Byte managing a sustained seasonal programme while adapting creative and media to changing communications priorities. Planned phases, distinct audience messages and NHS clinical input supported coordinated delivery.
The spring COVID vaccination campaigns document further seasonal work. The service-pressure campaigns cover timely local information during cold weather and industrial action.
For a dedicated audio example, the Surrey Heartlands winter vaccination campaign documents two Spotify scripts, voiceover production and priority-postcode delivery in October–December 2024.
References
- South East London NHS, Winter Vaccinations Report, ID 059, 2025–26: pages 2–6 for campaign phases; pages 7–9 for maternal YouTube activity; pages 10–29 for other audience strands.
- South East London NHS, Flu Vaccinations Report — rising cases, ID 063: pages 2–8 for the brief and creative; pages 9, 13 and 16 for channel results.
- Byte Digital: YouTube ads for NHS public-health campaigns.
- NHS marketing and campaign directory.