The Power a Digital and Outdoor Marketing Campaign Had on Increasing Vaccine Uptake

Drive Vaccine Uptake — The primary objective was to encourage members of the Black community and care workers to get vaccinated, helping protect both themselves and their loved ones from the virus.

Foster Connection and Representation — By featuring relatable characters with whom the target audience could identify, we wanted individuals to feel seen, heard, and understood. This strengthened perceptions of the NHS as relatable and invested in the well-being of the Black community.

Increase Awareness and Accessibility — Another core goal was to ensure awareness of vaccine availability and to make the message highly visible and accessible for all who encountered the campaign.

The campaign delivered measurable impact across all target communities. By combining high-visibility outdoor placements with a consistent, inclusive visual identity, the campaign successfully reached Black community members, care workers, and local residents across the region.

The use of relatable, community-centred characters in all creative assets helped build trust and reduce hesitancy, contributing directly to increased vaccine uptake in the target demographics. The campaign's presence across billboards, ad shells, and buses ensured repeated exposure at key touchpoints throughout daily life.

The partnership with NHS Kent and Medway demonstrated Eagle London Agency's ability to deliver sensitive, culturally aware campaigns that achieve both public health objectives and genuine community connection.