Unequal Awareness and Low Uptake
Our AAA screening campaign helped increase awareness, uptake and trust among men aged 65+, particularly in underserved communities where early detection saves lives. Abdominal aortic aneurysm screening is a vital NHS programme, yet many people remain unaware of its importance. With no existing communications or tools in place, NHSE North West commissioned ICE to create the region’s first targeted resources, ensuring more men received life-saving information at the right time.
Co-Created AAA Screening Campaign
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.
Turning Awareness into Action
- 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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NHS AAA Screening Programme
Suggested anchor text: official NHS AAA screening guidance
https://www.nhs.uk/conditions/abdominal-aortic-aneurysm-screening/
Public Health England: AAA Screening Information
Suggested anchor text: AAA screening information
https://www.gov.uk/guidance/abdominal-aortic-aneurysm-screening
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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
