Black Country Healthcare NHS Foundation Trust used audioXi to raise awareness of their WorkWell service, reaching over 53,000 listeners across the region.
The Brief
Black Country Healthcare NHS Foundation Trust wanted to raise meaningful awareness of its WorkWell service across the Black Country region. WorkWell is a government-backed programme offering personalised support to help people stay in or return to work when facing health challenges.
The Trust needed to reach a broad regional audience, including parents, C2DE adults and ABC1 adults, with a message that was clear, accessible and compassionate.
The Trust needed a cost-effective media solution that could deliver strong regional reach without overspending, while ensuring the tone and messaging stayed true to its public service values.
The Execution
Bauer Media delivered the campaign using audioXi. Running from 10 November 2025 to 31 March 2026, the campaign distributed audio ads across all Bauer brands and devices throughout the Black Country, including Greatest Hits Radio, Magic, Absolute Radio, Hits Radio, Kiss, and more.
The campaign was split across two distinct audience segments:
- Parents and C2DE adults: working-class adults and families most likely to benefit from WorkWell’s employment support services
- ABC1 adults: professional and middle-income adults in the region
This dual-targeting approach ensured the campaign spoke to the full spectrum of people the WorkWell service is designed to support.
Alongside the audio campaign, a bespoke animation was developed by the Bauer Media team to visually bring the WorkWell service to life. This ensured messaging consistency across channels and gave the Trust supporting visual content for use across its own platforms.
The Results
The campaign exceeded its original delivery targets and produced outstanding engagement metrics.
- Total Impressions: 268,397 (vs. 262,777 booked)
- Unique Listeners Reached: 53,111
- Overall Listen-Through Rate: 99.32%
The campaign’s strong performance on smart speakers, accounting for more than three-quarters of all impressions, reflects the growing role of voice-activated devices in everyday home life. For a health and wellbeing service, reaching people in the comfort of their own homes is a particularly valuable outcome.
“Working with the team at Bauer Media was a very positive experience; they were supportive throughout the process, taking time to understand our aims, target audiences, and the goals of our WorkWell service in the Black Country. They helped us plan a targeted audio campaign using audioXi to maximise reach, as well as develop an animation, bringing everything together in a promotional package that suited our needs and remained within a reasonable budget.”
Liz Whitehouse, WorkWell Partnership Communications & Engagement Lead, Black Country Healthcare NHS Foundation Trust
Summary
This campaign is a great example of how audio advertising can deliver measurable, meaningful results for public sector organisations, even within the constraints of an NHS budget.
Whether you’re an NHS Trust, a healthcare provider, or a public sector organisation looking to reach communities across the UK, healthcare audio advertising offers a proven, cost-effective route to genuine audience impact.
Want to know how an audio advertising campaign could look for your organisation? Contact our Hits Radio Advertising team.