THE CHALLENGE
AAA screening is a life-saving NHS programme, but awareness and uptake remain low, particularly among men from underserved communities. With no existing communications or resources in place, NHSE North West commissioned ICE to develop the region’s first targeted toolkit and campaign to raise awareness, support providers, and help reduce health inequalities.
OUR APPROACH
We co-created an insight-led campaign. Testing concepts across diverse groups, including men aged 65+, carers, and frontline staff, refining the final concept based on real-time feedback.
A comprehensive, easy-to-use toolkit and multichannel campaign tailored to resonate with the people who mattered most.
Social Media: An 8-week Meta campaign.
Out-of-Home (OOH): Digital billboards placed in 9 high-priority, low-uptake areas.
Community Engagement: Targeted outreach via phone, email, LinkedIn and stakeholder networks.
THE IMPACT
- 6 million+ views across all social channels, delivering 6,452 link clicks and click-through rates more than double the health sector average.
- 38.9% increase in self-referrals for one provider.
- 22,946 materials ordered by the NHS and community.
- 192,746 out-of-home impressions, exceeding targets by 12.4%.
- Increased public enquiries to GPs and AAA teams, reflecting a rise in awareness and trust.
The toolkit was praised by NHS England staff and the public for its relatable visuals and accessible messaging. Already adopted by other NHS regions, the campaign delivered strong value for money and a lasting legacy for AAA screening promotion.
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"Really appreciated the engagement from ICE right from the start of the whole process. We felt like our comments and feedback were listened to. Our whole team felt enabled to comment on and ask for what we knew would be needed or useful to both our patients and the professionals we work with". AAA Screening Manager
6 million
Views across all channels
38.9%
Increase in self-referrals
192,746
Out of home impressions
"Other AAA screening programme managers have asked for the resources too."
Cheshire & Merseyside AAA Screening Provider
