Case studies
NHS Somerset: Protecting your squad on Twitch.
Teapot helped NHS Somerset engage young men on HPV vaccination by launching a gaming-first campaign on Twitch, driven by empathy and innovation.
The challenge.
Reaching 18–25-year-old males with public health messaging isn’t easy, especially on a topic like HPV vaccination. Traditional digital channels were underperforming, and this audience was largely disengaged. NHS Somerset needed a creative intervention that felt native, not nagging.The solution.
Teapot proposed a shift in both mindset and medium: talk to young men where they actually are. On Twitch!We built a campaign around a powerful behavioural insight: this audience is fiercely loyal to their squads, both in-game and IRL. So we anchored the message in gaming logic with the strapline: “Protect your squad. Get vaccinated.”
This wasn’t a one-way broadcast. We activated targeted pre-roll video ads and partnered with streamers to deliver messaging organically through live content. The creative was fast-paced, familiar and visually aligned with the Twitch ecosystem, no corporate vibes, just strategic relevance.
The outcome.
The campaign didn’t just land, it stuck. With a 94.7% video completion rate and over 328k completions, the message was heard loud and clear. More importantly, the audience didn’t bounce. They stayed. They watched. And they understood.It proved that empathy-led creative, when delivered in the right context, can turn passive viewers into active participants.