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Driving national behaviour change at scale for Ireland’s health service

Turning engagement into public health action

Talk to Nikki Holmes about this work

The challenge

The Health Service Executive (HSE) is the Government healthcare system, responsible for the provision of health and personal social services across Ireland. Due to the scope and scale of their remit, they needed a proven digital partner with a social media agency under the same roof to work with them long-term to drive national health education and behaviour change, delivering strategy, always-on social media, and high-volume, fast-moving digital campaigns across multiple platforms.

The work demanded evidence-based, accessible social content that could reach and influence millions, adapt quickly to public health priorities, and demonstrate measurable performance.

Talk to Nikki Holmes about this work

Image showing a screen that says "Effective treatment of HIV means you can't pass it to partners"

HSE SexualWellbeing.ie: Campaign visual identity, strategy, management and reporting

HSE Stroke Awareness: Campaign visual identity, strategy, management and reporting

Our approach

Ebow delivers insight-led digital strategy powered by audience research, platform trends, and real-time performance data to maximise reach and impact.

Using an agile delivery model,  we produce and optimise high-volume content quickly – adapting messaging in response to evolving public health priorities, while ensuring every output meets strict accessibility and quality standards.

Image of social media marketing that says "alcohol causes several types of cancer"

HSE Ask About Alcohol: Campaign visual identity, strategy, management and reporting

Image of a phone with social media content that says "If you are concerned about your child or teen vaping"

HSE Vaping Awareness: Campaign visual identity, strategy, management and reporting

What we’ve done (since 2014!)

Creative & Branding
Social Media Strategy & Management
Campaign Activation & Management
Content Strategy & Copywriting
Campaign Identity Design
Campaign Asset Design
Web Design, SEO & Taxonomy

Cervical Check: Campaign visual identity, strategy, management and reporting

HSE Quit: Campaign visual identity, strategy, management and reporting

Results

Ebow Digital has supported the strategy development and implementation of major national HSE campaigns including CervicalCheck, You Can Quit, Sexual Wellbeing,  RSV Immunisation, Organ Donation, HPV Vaccination, MyOptions, and a world-class COVID-19 vaccine campaign (#ForUsAll), driving large-scale engagement and measurable behaviour change across Ireland for over a decade.

While every campaign is different in terms  of measurable outcomes, some notable results  achieved in recent years include:

Hepatitis C Home Testing campaign reached 2.2M people nationwide and converted digital engagement into measurable health action  - dispatching 4,642 test kits (55% return rate), identifying 37 reactive cases, and achieving  94% 5-star user satisfaction.

The You Can Quit January #28DayChallenge, increased social-driven sign-ups by 79% year-on-year while reducing cost per acquisition by 70% and cutting media spend by 47%. The campaign drove  a 314% uplift in web sessions from social, diversified acquisition channels, and significantly boosted demand for free nicotine replacement therapy.

The MMR Vaccination campaign drove 3.9M+ impressions and 110K+ clicks across priority audiences, delivering cost-efficient engagement  and meaningful traffic to MMR booking pages,  with particularly strong resonance among families  and diverse communities.

COVID-19 vaccination campaign generated 110.6M impressions, 31.8M video views, and 1M+ website sessions, contributing to 98%+ national vaccination coverage.