Byte Digital managed Meta advertising for South East London Integrated Care System's women's health engagement programme. The campaign used IMD-informed audience planning to promote opportunities for women to contribute their views, with activity refined towards the survey and younger women.
Campaign brief
Advertising ran from 2–30 September 2024. The programme initially promoted both a survey and an online conversation forum.
The audience plan focused on women in specified IMD areas across South East London. The purpose was to give women in those priority communities an opportunity to discover and contribute to the engagement programme.
Building participation around the audience
The Index of Multiple Deprivation informed geographic selection. Dedicated delivery in the specified areas made the NHS team's community priorities part of the campaign structure.
The invitation needed to explain what the survey concerned, who was being asked to respond and where to find it. Byte connected those messages with local audience delivery and a clear route to participation.
The survey used a traffic objective, directing people to the participation destination. Survey responses remained with the survey owner, while the advertising reporting measured delivery and response to the campaign.
Refining the campaign as it ran
Campaign review led to greater emphasis on the survey, including a dedicated audience of women aged 18–25. This focused the activity on a participation route that was receiving an encouraging response and gave younger women's views additional attention.
Byte handled strategy, targeting, setup, optimisation and reporting. Copy and artwork were developed with the NHS communications team through Byte's proposed material, NHS review and joint refinement.
Campaign results
The campaign achieved an overall CPM of £4.15, the average media cost per 1,000 advertising impressions across the survey and forum activity.
The end-of-campaign report records encouraging survey submissions. Campaign management concentrated delivery on the survey as the programme progressed, supporting participation in the NHS engagement initiative.
The result combines a positive participation response with a deliberate audience approach: local delivery, attention to IMD-priority communities and a specific focus on younger women.
Experience for NHS surveys and public engagement
This is a named example of Byte managing paid social advertising for NHS public engagement. The brief began with whose views were needed, then connected the invitation, audience and participation route.
That approach is relevant to ICB communications teams running consultations, surveys and community engagement programmes. Campaign optimisation can respond to how people engage while retaining the original audience priorities.
Byte's wider campaign experience is that people value the opportunity to have their say and know their views will be heard. The NHS public-engagement approach explains how this insight shapes survey invitations and the role of incentives.
Byte also has experience with council consultations. The New Forest survey case study and local authority survey campaign guide cover that work.
For wider women's health communications, see the cervical-screening campaign. The NHS campaign directory brings together the full collection.
References
- South East London NHS, Women's Health Survey Report, ID 043, October 2024: pages 2–3 for the objective and plan; page 4 for the survey-participation outcome; page 5 for campaign delivery used to calculate overall CPM.
- Byte Digital: Meta ads for NHS public-health campaigns.
- Campaign measurement.