Campaign spotlight: Supporting the NHS on the Largest Influencer Campaign in its History

This month, we’re proud to be partnering with the NHS on the largest influencer activation the health service has ever delivered - a landmark campaign designed to drive uptake of cervical cancer screening and HPV vaccination across the UK.

Cervical cancer is one of the most preventable forms of cancer. This campaign tackles that challenge head-on by meeting audiences where they already are: on social platforms, engaging with creators they trust.

A Creator-Led Approach Built on Trust and Accessibility for the NHS

At the heart of the campaign is a network of more than 50 creators from diverse backgrounds, including trusted medical professionals and health advocates. Together with our content team, they’ve produced a series of short-form videos that are accessible, informative and culturally relevant designed to cut through misinformation and gently remind people to attend cervical screening or get their HPV vaccine if they’re eligible.

By prioritising clarity, authenticity and representation, the content speaks directly to audiences who are often under-reached by traditional health messaging.

The campaign also features its own bespoke track, “Say Yes to the Vax”, developed in-house by our Integrated Campaign Solutions team in collaboration with our AI voice partners. The song plays a key role in boosting recall and share-ability, helping the message travel further across feeds while staying approachable and positive.

Platform Power at Scale

Building on our world-class partnership with TikTok, the campaign is live across TikTok, Meta and Snapchat, ensuring broad reach across age groups and communities. This social-first activity is further amplified by out-of-home placements across London, creating a truly integrated, multi-channel activation.

This campaign supports the NHS’s long-term ambition to eliminate cervical cancer by 2040 - a goal that depends on awareness, early action and equitable access to information. We’re incredibly proud to play a role in such an important mission, combining influencer strategy, creative production and platform expertise to deliver impact at scale.