Breaking Barriers: Boosting Hepatitis C Testing in South Yorkshire
Client
Sheffield Teaching Hospital NHS Foundation Trust
Industry
Health
771
tests ordered during the duration of the campaign
215,578
targeted mobile display impressions delivered
92,161
people reached through digital audio
Breaking Barriers
Around 55,000 people in England don’t know they have hepatitis C. The Ark Media worked closely with Sheffield Teaching Hospital NHS Foundation Trust to create an effective media campaign designed to support the NHS in its mission to eliminate hepatitis C as a significant public health concern ahead of the World Health Organisation’s 2030 target. The campaign aimed to increase hepatitis C testing rates, with a particular focus on reaching individuals who were least likely to engage with healthcare or screening services. By raising awareness of the risks associated with hepatitis C transmission and encouraging people to assess their own potential exposure, the campaign aimed to prompt more individuals to take proactive steps towards their health. Central to the initiative was the promotion of the NHS England online home testing portal, which provides a discreet, safe and convenient avenue for people to get tested. Ultimately, these efforts were intended to contribute to earlier diagnosis and treatment, thereby lowering transmission rates and reducing long-term health complications associated with hepatitis C.
Objectives
The main objective was to deliver a targeted, multi-channel campaign (radio, digital, and other appropriate media) across South Yorkshire, Bassetlaw, and North Derbyshire.
- Direct the target audience to the regional NHS England web portal to order self-testing kits
- Monitor and measure uptake via test orders and returns during the campaign timeframe
- Support the overall NHS elimination programme by raising awareness and improving engagement among high-risk or previously disengaged populations
Strategy and Execution
The campaign utilised a combination of social media platforms, digital audio, and mobile display advertising to effectively engage key audiences across Doncaster, Sheffield, Barnsley, Rotherham, North Derbyshire, and Bassetlaw. These methods offered distinct advantages, such as enabling precise targeting of high-risk or previously disengaged individuals, increasing the reach and visibility of the messaging, and allowing for real-time engagement and interaction. Social media and mobile display ads provided opportunities for discreet and immediate access to information, while digital audio extended the campaign’s impact to those who might not be reached through visual channels. Collectively, these multi-channel approaches ensured that the campaign was accessible, convenient, and capable of prompting proactive health behaviours among diverse population groups.
Measuring the Impact of Hepatitis C Awareness in South Yorkshire
The Ark Media’s targeted campaign with NHS Sheffield Teaching Hospital delivered impressive results, significantly advancing the mission to eliminate hepatitis C in the region. Over the course of the campaign, a remarkable 2,260,393 digital impressions were generated, ensuring wide visibility for the awareness messaging among high-risk and previously disengaged populations. This broad reach translated into 23,898 direct clicks to the NHS England home testing portal, providing thousands of individuals with convenient access to self-testing kits. The campaign maintained a cost-effective approach, achieving an overall cost per click of just 87p, demonstrating both efficiency and impact.
Most notably, 711 test kits were ordered during the campaign period, reflecting a successful conversion from awareness to meaningful action. These outcomes highlight the campaign’s effectiveness in driving engagement, increasing testing uptake, and supporting earlier diagnosis and treatment. By leveraging a multi-channel digital strategy, the initiative not only raised vital awareness but also empowered individuals to take proactive steps towards better health, forming a strong foundation for ongoing hepatitis C elimination efforts in South Yorkshire and neighbouring areas.
Anthony Bains (Hepatitis C Operational Delivery Network Manager South Yorkshire, Bassetlaw and North Derbyshire-Sheffield Teaching Hospitals NHS Foundation Trust) said,
‘We can conclude it’s been a very positive campaign with significant reach, some of which has translated into kit requests. I’m sure it’s also planted a seed that some people may act on in the future too…’
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