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Birmingham City Council FTC Campaign Graphic Header

Case Study.

Birmingham City Council

Birmingham City Council partnered with us to launch the Test to Protect campaign as part of their commitment to Fast-Track Cities+ initiative, a public health initiative designed to increase awareness and testing for Hepatitis B, Hepatitis C, and Tuberculosis (TB) among at-risk communities. 

The Brief

In partnership with Birmingham City Council, we developed and executed the FTC+ Know Your Status project, “Test to Protect.” This integrated public health initiative aimed to increase awareness and testing for Hepatitis B, Hepatitis C, and Tuberculosis (TB) among at-risk communities. The campaign was built on evidence-based behaviour change principles and a targeted multi-channel media strategy to engage hard-to-reach demographics. 

Campaign Objectives​

  • Reducing stigma and increasing awareness about Hepatitis B, Hepatitis C, and TB.
  • Encouraging at-risk individuals to assess their risk and take necessary tests.
  • Overcoming cultural and social barriers to engagement through tailored messaging.
  • Providing an accessible, digital-first approach to testing information and referrals.
Test to Protect Campaign Graphic for Hepatitis

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The Solution

To effectively drive behavioural change, the campaign utilised the COM-B behaviour change model and The Behaviour Change Wheel to identify barriers and intervention strategies. This systematic approach allowed us to map out the key factors influencing the behaviour of the target demographics and design interventions accordingly. 

Test to Protect Campaign Graphic for Tuberculosis

Behaviour Change Process

The COM-B model identifies three core elements required for behaviour change: 

  • Capability (C): Does the individual have the knowledge and skills required to perform the behaviour?
  • Opportunity (O): Does their environment support or hinder the behaviour?
  • Motivation (M): Do they have the desire or rationale to engage in the behaviour?

Using this model, we identified the following key barriers: 

  • Language barriers: Many individuals in the target demographics had limited English proficiency, reducing their ability to engage with traditional health messaging. 
  • Cultural and social norms: Misinformation, stigma, and fear of diagnosis discouraged testing. 
  • A-symptomatic nature of diseases: Hepatitis and TB often present no immediate symptoms, leading to a false sense of security. 
  • Shame and stigma: Concerns around community perception discouraged individuals from seeking help. 

To address these challenges, we implemented targeted intervention techniques including: 

  • Education: Delivering clear, accessible information on the risks and consequences of these diseases. 
  • Persuasion: Using emotional appeals and culturally relevant messaging to encourage testing. 
  • Incentivisation: Emphasising the protective aspect of testing to promote social rewards and personal responsibility. 

Campaign Implementation 

We developed the Test to Protect branding and website, creating an accessible platform for education, self-referral, and testing information. The campaign was tailored to two key demographic groups through distinct sub-campaigns, ensuring relevance and engagement. 

Campaign 1: Hepatitis Awareness 

Target audience: Males aged 35 to 49 years old from an Asian or Asian British ethnic background. 

CHANNELS:

  • Out-of-home (OOH) advertising
  • Social media ads
  • Radio ads (local & community stations)
  • Community partnerships

Messaging Strategy:

  • Attention: Use of relatable visuals and ‘warning’ colours to grab interest.
  • Education: Clear instructions on understanding hepatitis risks.
  • Motivation: Encouraging testing to "protect" family members, framing the behaviour as a social duty.

Colour Psychology:

  • Yellow and orange hues were used to symbolise hazard and align with the symptoms of jaundice, a common sign of hepatitis.
  • A shield logo was selected to represent trust and protection.

Campaign 2: Tuberculosis Awareness 

Target audience: Non-UK-born Pakistani men aged 25-34 in Birmingham. 

Channels: 

  • Out-of-home (OOH) advertising
  • Social media ads
  • Radio ads (local & community stations)
  • Door drops
  • Religious & communiity leadership engagement

Messaging Strategy:

  • Attention: Relatable visuals and bold lettering to stand out.
  • Education: Clear instructions on understanding TB risks.
  • Motivation: Encouraging testing to "protect" family members, framing the behaviour as a social duty.

Colour Psychology:

  • Dark magenta and grape tones were incorporated, aligning with existing awareness campaigns and representing TB bacteria.

Key Design & Messaging Considerations

  • Visual Accessibility: Clean and minimalistic design for easy comprehension, especially for those with language barriers.
  • Call to Action (CTA): Directing audiences to the campaign website for further education and self-referral.
  • Simplicity & Memorability: Rule of three - Risk | Test | Protect - ensuring a structured, engaging, and persuasive message.
View the Campaign Landing Page
Hepatitis Social Graphics

Adshells exceeded the target with 70,237 impressions over three weeks in target areas

Digital radio ads achieved 60,000 plays, reaching 13,003 people within the target audience

The campaign resulted in approximately 6,400 unique visitors to the website.

The Results

The Hepatitis portion of the ‘Test to Protect’ campaign successfully engaged at-risk communities through culturally relevant messaging and a multi-channel media approach. By combining behaviour change techniques with strategic targeting, we achieved the following results: 

Out-of-Home (OOH) Advertising:

  • Digital bus shelters (Adshells) exceeded the target with 70,237 impressions over three weeks in target areas. 
  • Print and digital billboards delivered 11,413,500 impressions across the city with the extended budget. 

Radio Advertising:

  • The ad played on FM radio for one week across Birmingham, reaching approximately 113,000 people. 
  • Digital radio ads achieved 60,000 plays, reaching 13,003 people within the target audience, with a 98% listen completion rate

Online Advertising:

  • Despite Google placing content restrictions, online ads reached 140,000 people within the target market. 
  • 2,400 visitors were driven to the website for more information. 

Web Traffic:

  • The campaign resulted in approximately 6,400 unique visitors to the website. 
  • Just over 10% of visitors clicked further links to additional resources, indicating strong engagement with the content.  

The Tuberculosis awareness campaign is currently underway, and we will continue to assess its impact as data becomes available.  

Our collaboration with Birmingham City Council demonstrates the power of strategic public health marketing in tackling health inequalities and promoting early testing within vulnerable communities. 

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