NHS Vampire Viral

Client: NHS

• Cinema Ad
• Youtube
• Social Marketing
• Social Media
• Viral

Visiting the dentist is low on the priority list for most students and 20 somethings. NHS Northamptonshire wanted to improve access to their dentistry services amongst this age group - preventing expensive emergency treatment down the road. 

Adopting a cheeky humour approach, we developed a viral creative concept that would play on one of the key motivators for this audience - ‘attractiveness’. NHS Portsmouth saw the video and liked it so much they decided to launch it in their region too. 

A million miles from the usual public health campaign, the vampire viral generated huge media interest. Prominent national press coverage in the Daily Mail, Telegraph, Metro and FHM followed along with features on local BBC and commercial radio stations. Attracting over 150,000 hits within two weeks, the video topped the online charts including reaching number two in the Guardian viral video chart (beating Justin Bieber and David Beckham!). This HD video production has also been re-formatted for cinema advertisement release. 

Most importantly, in the month following the launch of the viral,  the number of 18-24 year olds attending a local dentist in Northamptonshire increased by over 50%.  

NHS Northamptonshire’s Amanda Borland is proud of the campaign’s success so far, ‘ST16 were understanding of our requirements throughout the production process and have helped us deliver a campaign that is being held up as an example of innovation and best practice by the Department of Health to other regions.’

Read further analysis of the campaign here:  

PR Week

The Marketer Magazine

Awards: 

• IVCA Clarion Viral: Public Sector Communication