NHS Derbyshire – Increasing Hepatitis C Testing Through Paid Media
The NHS team in Derbyshire needed to increase awareness and uptake of Hepatitis C testing across the region. The objective was clear: encourage more people to get tested within a defined six-week period.
The campaign had to reach the right audiences across Derbyshire, drive action rather than just awareness, and remain fully compliant with strict NHS brand and messaging guidelines. Accuracy, sensitivity and consistency were critical throughout.
The Approach
We worked closely with the NHS team to align on audience targeting, tone of voice, copy requirements and creative execution. Every asset was developed in line with NHS brand guidelines, ensuring all messaging remained clinically accurate and compliant while still encouraging engagement.
The paid media strategy focused on regional targeting across Derbyshire, using structured campaign builds and multiple ad variations to improve click-through rates and engagement. Creative was adapted carefully within NHS parameters, maintaining brand integrity while ensuring clarity of message.
Campaign performance was monitored throughout the six-week period, allowing budget to be directed toward the highest-performing audiences and creative combinations. The focus was on efficient delivery and measurable action.
The Results
Across the six-week campaign:
• 330,552 people reached
• 1,533,674 impressions delivered
• 13,397 link clicks generated
• £0.21 average cost per click
• 39,711 additional people reached through supporting awareness activity
• 2,255 further link clicks driven by campaign variations
Most importantly, the campaign contributed to 711 additional people being tested for Hepatitis C during the campaign period.
The Outcome
This was not simply an awareness campaign. The objective was behaviour change. The increase in testing directly supported public health outcomes across Derbyshire.
By combining structured paid media strategy with careful brand compliance and ongoing optimisation, we delivered measurable impact within a tightly defined timeframe.
711 additional tests in six weeks is not just a marketing metric. It is tangible community impact!