WEST YORKSHIRE CANCER ALLIANCE
Driving awareness, breaking stigma and encouraging action…
Time to put this to bed.
Targeted engagement drives meaningful health outcomes
833,055
Total impressions across various platforms
833,055
unique engagements
1,713
page views during week one of campaign launch
Powerful results
impressions delivered across digital platforms
visits to the OUTpatients website
click-through rate on Meta, outperforming healthcare benchmarks
Awareness changes behaviour
Project overview
West Yorkshire Cancer Alliance partnered with Mobas to deliver a targeted digital campaign focused on increasing awareness of HPV vaccination among gay men and LGBTQI+ communities.
The campaign aimed to educate, engage and drive users to the OUTpatients website, helping them find local NHS vaccination clinics. The approach combined audience insight, platform strategy and bold creative to ensure the message reached the right people in the right way.
Defining the challange
Awareness of HPV risk and vaccine eligibility was low among key audiences. Many individuals were unaware that the vaccine was available to them, or did not perceive HPV as a relevant health risk.
The challenge was to cut through both misinformation and traditional health messaging fatigue. The campaign needed to feel relevant, accessible and engaging, while building trust and prompting real action across a diverse and often hard-to-reach audience.
Strategy and solution
The strategy was built around a multi-channel digital approach, carefully aligned to audience behaviour. TikTok was used to connect with younger users through engaging, native content, while Meta platforms reached broader age groups with scalable visibility.
Grindr provided a highly targeted environment to engage LGBTQI+ audiences directly, ensuring relevance and precision. Each platform played a defined role within the wider journey, from awareness through to action.
Creatively, the campaign took a bold and confident stance. The concept centred around a striking visual of a large bed, paired with the headline “Time to put this to bed.” This approach addressed misconceptions while creating a memorable and culturally resonant message.
Clear, direct copy and strong calls-to-action ensured accessibility, while A/B testing and continuous optimisation refined performance throughout the campaign.
The campaign delivered strong performance across all key metrics, demonstrating the effectiveness of a targeted, insight-led approach.
High impression volumes ensured widespread visibility, while above-benchmark click-through rates reflected strong audience engagement. Efficient cost-per-click performance enabled maximum value from media investment, driving a significant volume of qualified traffic to the OUTpatients website.
Most importantly, the campaign succeeded in connecting with audiences in a meaningful way. By combining relevance, clarity and creativity, it helped raise awareness and encouraged individuals to take positive action towards vaccination.
Behind the campaign
Collaboration and continuous optimisation were central to success. Performance data informed ongoing refinements, allowing high-performing creative and platform activity to be prioritised.
The use of influencer-led and authentic content further strengthened engagement, ensuring the campaign felt credible and relatable within the communities it aimed to reach.
By balancing strategic planning with real-time responsiveness, the campaign maintained momentum and delivered consistent results throughout.
More work we’re proud of
Ready to chat? We can help.
Let’s be honest – it’s probably better to have a chat about things first. Get in touch below and we’ll be in contact soon.
+44 (0)1223 841 699
say.hello@mobas.com
Let’s be honest – it’s probably better to have a chat about things first. Get in touch below and we’ll be in contact soon.
+44 (0)1223 841 699
say.hello@mobas.com
