NHS: Giving a voice to the life stories, experiences and emotions of Londoners

The NHS, a UK government department, used data to reach users with the right support, enabling it to make savings of over £17m in the next 12 months.

Campaign details

Agency: Fresh Egg

The challenge was to identify and understand the online behaviour and motivations of Londoners aged 18-45, in regards to their mental wellbeing.

And then to translate those insights into a campaign to support the launch of the new Good Thinking service from the NHS.

Strategy

This work coalesced around a micro-targeted PPC campaign with a strategy founded on a ground-breaking approach for the NHS.

Of the one million people in London to experience poor mental health each week, 60% will not receive any support for their mental wellbeing.

The quest to self-diagnose via the...

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