Reaching the communities most at risk.
Partner
Birmingham City Council
Programme
Fast-Track Cities+
Services
Reducing fear, increasing testing.
Birmingham City Council needed to reach communities most at risk of Hepatitis B, Hepatitis C and Tuberculosis – and move them from awareness to action.
The challenge wasn’t information.
It was stigma, silence, and access.
We designed a public health behaviour change campaign that reframed testing not as something to fear – but something to protect.
- The challenge
Reaching the people most likely to miss testing.
Many at-risk communities face overlapping barriers:
- Language and health literacy gaps
- Cultural stigma and fear of diagnosis
- Conditions that often show no symptoms
- Limited trust in traditional health messaging
To work, the campaign had to feel relevant, respectful, and easy to act on – across multiple communities, channels, and contexts.
- The strategy
Design for real-world behaviour.
Using the COM-B model and Behaviour Change Wheel, we identified what was stopping people from testing – and what could move them forward.
The insight was clear: People are more motivated by protecting others than protecting themselves.
We built everything around this:
Test to protect yourself.
Test to protect your family.
- The output
A trusted, protective brand
Audience-specific campaigns
Our two tailored strands ensured relevance without dilution:
- Hepatitis awareness for Asian and Asian British men aged 35–49
- Tuberculosis awareness for non-UK-born Pakistani men aged 25–34
We used culturally informed visuals, colour psychology, and messaging that framed testing as a responsible, protective act.
03.
Multi-channel activation
04.
Digital-first pathways.
- The impact
11.4M+
OOH impressions across Birmingham.
113,000
People reached via FM radio.
60,000
Digital radio plays with a 98% listen completion rate.
70,000+
Adshel impressions in target areas.
6,400
Unique website visitors.
10%+
Onward engagement with additional resources.
Why it worked.
Because it respected context.
The campaign didn’t lecture.
It didn’t alarm.
It made testing feel normal, responsible, and achievable.
