Targeted digital campaigns for MMR uptake

How we helped Reading Borough Council increase vaccine uptake using search marketing and social media advertising

Reading Borough Council needed to increase MMR vaccination rates among children in the borough. While overall confidence in vaccines remained high, our research found some groups were more hesitant to get vaccinated.

Through our research and knowledge of the borough we developed an approach that addressed the World Health Organisations ‘3 C’s’ of vaccine hesitancy: confidence, complacency and convenience. The goal was to encourage parents, grandparents and those with parental responsibility to check the vaccination status of children in their care and book appointments if they found their child was not up to date with their MMR vaccinations.

Approach

At Blue Lozenge we developed a paid social media campaign that ran from April to August 2024 which targeted our key audiences and utilised national messaging that resonated with our local audience:

Reactive search marketing our research highlighted that people in Reading were searching for information about the MMR vaccination over 15,000 times a month but often they were being directed to websites where the information was not evidence-based. Using our approach, we redirected those searching for this information directly to the NHS website away from misinformation towards trusted, accessible vaccine safety content.  We targeted specific search terms related to measles symptoms, MMR vaccines and vaccine safety, appearing at the top of Google search results when parents and guardians were actively seeking information.

Proactive social media advertising we targeted local areas with lower vaccine uptake using messages that emphasised the dangers of measles, the safety of the MMR vaccine and practical steps for booking appointments. We used this approach after testing with our key audiences.  The campaign ran on Facebook and Instagram as our insight showed that this is predominantly where our target audience was consuming information.

Throughout the campaign, we monitored performance and adjusted targeting to improve results. For example, during week six, we identified an unusually high number of 18–24-year-olds searching for measles information, potentially reflecting a local outbreak amongst young adults. We created tailored messaging for this demographic, which improved click-through rates.

Impact

Our ads were seen over 1 million times across the different channels, and they generated more than 7,300 clicks to the NHS vaccine information pages. Data from May to October 2024 showed that vaccine uptake in Reading rose from 85% to 87.5%. This steady upward trend aligns with the campaign period.

The search terms data revealed the types of information parents were seeking, from basic queries about measles symptoms to specific questions about vaccine safety, side effects and outbreak information. This insight enabled us to ensure our messaging addressed genuine parental concerns and connected them with trusted NHS content.

Do you need help reaching specific audiences with targeted digital advertising campaigns? We can design and deliver campaigns that connect people with the services and information they need. Contact us at hello@bluelozenge.co.uk

 

 

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Blue Lozenge Founder Rachel Royall named among UK’s Top Political Influencers

Blue Lozenge founder and CEO Rachel Royall has been named in MACE magazine’s 2025-26 index of top political influencers, recognised as a healthcare sector specialist among the UK’s leading public affairs consultants. 

The MACE Political Influencers index, now in its third edition, profiles the most influential consultants and strategists working in UK public affairs. The peer-reviewed list identifies professionals best placed to guide businesses and organisations through an increasingly complex political and regulatory environment.  

To recognise this achievement, Rachel attended a prestigious event in Westminster alongside others featured in the index including Rt Hon Jim Murphy, Founder and Executive Chair of Arden Strategies and Nerys Evans Managing Director for Cavendish Cymru. 

Rachel founded Blue Lozenge, a strategic healthcare communications agency that works across the NHS, government, the private sector, health tech and innovation in 2021. Now, in its fifth year, its success has been its ability to navigate complex relationships across government and the health and care sector. Working in challenging areas such as maternity improvement, public health campaigns, youth engagement, and violence reduction. 

Rachel’s experience spans central government, global technology and the public sector. As a living kidney donor and breast cancer survivor, she also brings personal insight alongside professional expertise recognised by both the Chartered Institute of Public Relations and the Public Relations and Communications Association.  

The selection process is demanding, with over 250 consultants initially considered. Candidates undergo peer review by senior industry practitioners who assess whether they would recommend and hire them before inclusion in the final index. 

On her achievement, Rachel said:  

“It’s a real privilege to be acknowledged as a top political influencer. The healthcare sector is facing significant political and economic challenges. At Blue Lozenge, we have a fantastic team, and it’s a credit to the relationships that we have been able to build to make a difference to people and society.”

 

Rachel Royall Chart.PR FCIPR FIoIC

Rachel’s approach is informed by her professional expertise and her personal experience as a living kidney donor and a breast cancer survivor. Rachel has extensive experience in leading board-level communications for the NHS, IBM, HMRC, Cabinet Office, DHSC and local government. She has been recognised for her outstanding contribution to the PR profession by CIPR and PRCA.

Corinne Harrison

Corinne maintains exceptional quality in our client relationships and project delivery. Her experience across finance and operations in Europe, Canada, and the UK brings valuable commercial insight to healthcare partnerships. Previously heading Project Management at a Mayfair hedge fund, she applies rigorous principles that ensure our services deliver consistent value while building lasting client relationships.

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Chris McQueen

Maddie Pinkham MCIPR

Maddie brings over a decade of specialist healthcare communication experience to client accounts. Her expertise spans PR and communications across healthcare organisations, local authorities and regulatory bodies. Skilled in broadcast media, campaign strategy, and crisis communications, she delivers reputation management and media relations with exceptional professionalism, providing strategic guidance in challenging environments.

Alenka Daniel

Alenka is a transformational communications leader with deep NHS insight and a proven track record of delivering results. Her understanding of workforce dynamics, digital engagement, and system-wide strategy support our clients to improve patient care and navigate the complex and evolving health landscape.

Rose Johnston

Rose is a core part of our team, supporting our clients and helping our team deliver creative, thoughtful and effective communications. She has experience in law, policy development and research, and she brings valuable analytical insights and strong attention to detail to projects. Rose loves extreme sports, which always ensures that she’s a team player.

Aaron Clarke

Aaron is a keen writer, utilising his experience in sports journalism from his time with Sky Sports Italy. He is excited to be stepping into the healthcare sector where he can help to tell meaningful stories that make a difference. Aaron is looking forward to the opportunity to understand more about the healthcare industry and contribute to impactful health campaigns.