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Health Equals

Make Health Equal: Mobilising Communities to Tackle Health Inequality in the UK

This is the story of how a coalition of voices turned a silent crisis into a national conversation and sparked a movement for change. “Make Health Equal” was an emotionally powerful campaign that confronted one of the UK’s most devastating and overlooked issues: health inequality. Health Equals set out to challenge this injustice and ensure that government policy addresses the true building blocks of health: housing, education, employment, and environment. The challenge was clear: create a social purpose campaign that could galvanise a national movement to encourage direct action via MP engagement and petition signatures.

What we did

The campaign highlighted the stark reality that a baby’s future health is influenced by their environment long before they take their first steps. Using powerful portraits of local babies paired with shocking life expectancy statistics, the campaign emphasised how a child’s postcode could significantly impact their lifespan in areas like Bradford, Cardiff, Plymouth, and Birmingham.

 

What we did

The campaign utilised Out-of-Home (OOH) media placements across eight affected UK areas, combining emotional imagery with tailored local statistics to humanise data and advocate for equal health. But OOH didn’t stand alone—it was the catalyst in a fully integrated campaign ecosystem which also included:

Local PR: Regional news stories told community-specific narratives, giving voice to local lived experiences of inequality.

National Digital Activation: Digital ads linked audiences directly to a custom landing page featuring a “Life Expectancy Tool,” enabling individuals to see how inequality impacted life in their own area…

What we did

Earned Media: Press features across ITV Central, ITV Meridian, London Live, and even a spotlight as The Guardian’s Photo of the Day, ensured mass reach.

Influencer Advocacy: Prominent voices like Darren McGarvey lent credibility, while podcast partnerships (Dr Hilary Jones, The New Statesman) carried our message deeper into public discourse.

Every media asset directed people to take action, such as signing petitions, using tools, or contacting MPs.

This campaign delivered exceptional media impact and real-world action, generating over 9 million OOH impressions, 207,000+ digital impressions, and a 2.81% CTR—370% above industry average—while landing page views exceeded targets by 115%, proving deep engagement. Beyond media results, it drove political change, with 450 emails sent to MPs and over 70 MPs joining the Parliamentary Champions Network. It also mobilised grassroots support, securing 491 petition signatures, engaging 175,000+ people with the Life Expectancy Tool, and generating 47 million hashtag impressions. Most importantly, it shifted public opinion. This wasn’t just a campaign—it was a movement for change.

  • £2,361

    Value unlocked for digital additional impressions

  • 115%

    Exceeding target of landing page views

  • 370%

    CTR above industry average

Our work

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