The challenge: reaching underserved communities with trusted MMR information
Hull City Council wanted to increase awareness of the MMR vaccine and reduce vaccine hesitancy in communities identified as facing barriers to accessing vaccinations, whether through choice, lack of awareness, or gaps in trusted information.
This was not a one message fits all challenge. Different communities had different concerns, experiences, and practical barriers. So we designed a multilingual vaccination campaign that made it easier to understand the facts, feel seen, and take the next step to book a vaccine.
Date
February 2024
Client
Hull City Council
Scope of work
- Behavioural Insights
- Digital Engagement
- Digital Strategy
Our approach: multilingual by design, not as an add on
We co-produced a campaign focused on simple behavior change. We helped families make informed decisions, then made booking a vaccine clear and immediate.
That meant:
- A translated landing page designed as the campaign call to action, tailored around “book your vaccine” and supported with clear benefits and guidance
- Animated videos in multiple languages (English, Polish, Romanian, Kurdish) that explained the disease, the vaccine, eligibility, where to get vaccinated, and where to find more information
- A hyper targeted digital media plan across Meta (Facebook, Instagram, Messenger) and YouTube using postcode targeting and language targeting to reach communities where they live and in the language they use
MMR vaccine animated video
What made this campaign different: we led with real world barriers
For commissioners planning public health campaigns across diverse communities, this was the key learning: translation alone is not enough.
We worked to understand how vaccine hesitancy shows up differently across communities, then shaped the content so that the most relevant barriers appeared first in each video edit. Insight gathered during campaign planning highlighted that different communities face different barriers to engaging with vaccination information. We used this learning to edit each language version so that key concerns were prioritised at the start of the film. For example, we focused early on access and how to use local services, while also providing clear reassurance about eligibility and free vaccination. In addition, we addressed common myths before introducing broader health messaging.Ultimately, this ensured the videos felt immediately relevant rather than just translated.
What we delivered
Multilingual animations for community use and digital channels
We produced a suite of short animated videos (English, Polish, Romanian, Kurdish) covering:
- The disease, symptoms, and risk
- The vaccine and who is eligible
- Where to get the vaccine
- Where to find more information
The videos were designed to work in community conversations as well as paid digital placements.
A translated, action-focused campaign landing page
We built a landing page to act as the campaign conversion point, designed around the call to action “book your vaccine” and translated to mirror the campaign languages.
Hyper-targeted Meta and YouTube advertising
To reach the right audiences efficiently, we combined:
- Postcode targeting based on population data and where communities live
- Language targeting based on languages listed in user profiles
- Platform choice designed to match real media behaviours
Meta campaign delivery included English, Arabic, Polish, and Romanian ad sets and targeted Hull postcodes. They included HU1, HU2, HU3, HU5, HU6, HU7, HU9 (by language group). YouTube followed the same structured targeting approach across the same language sets and locations.
Results and impact
The results showed how culturally tailored, multilingual creative combined with precise digital targeting can deliver cost-effective reach and meaningful engagement in underserved communities.
7,463
7,463 people reached the campaign landing page in the first month from priority audiences through paid digital activity.
£0.22
£0.22 cost per click on Meta, almost half the average Meta benchmark (£0.40), demonstrating strong value for money.
Kurdish
Kurdish language ads were the strongest performers, driving higher engagement and follow-on action than other language variants.
What we learned
1) “Multilingual” needs cultural tailoring, not just translation
The evaluation shows very different contexts and barriers across communities, reinforcing why tailored messaging matters.
2) Meta is a reliable driver for multilingual public health traffic
Meta generated the highest volume of cost effective clicks and is recommended as the priority channel for future activity with these audiences.
3) Use comments and engagement as insight, not noise
Audience responses varied by language group. For example, the evaluation observed more negative sentiment in comments on the Polish language advert and recommends further work with that group as a priority.
This kind of feedback helps shape the next wave of creative, community engagement, and myth busting content.
Why this matters for commissioners
If you are commissioning a vaccination campaign (or any public health behaviour change campaign) across diverse communities, Hull’s MMR work shows what improves reach and relevance:
- Create assets that communities can use in conversation, not just in ads
- Design the landing page around one clear action
- Translate content, then tailor the narrative to reflect the barriers people actually face
- Target by place and language to reduce wasted spend and improve relevance
Want to plan a multilingual public health campaign?
We help councils, NHS teams, and purpose led organisations design behaviour change campaigns rooted in evidence, co production, and clear creative.
If you are exploring a campaign around vaccination uptake, health protection, or reducing health inequalities, we would love to talk.
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