Connect the evidence
Bring together existing research, campaign results, creative performance, website behaviour and supporter data.
A proposal for Health Equals · October 2026
Public concern.
Collective action.
Growing the Health Equals movement.
Paid media that turns public concern into supporter registrations.
↓ Explore our proposalA healthier UK starts with more of us.
Illustrative campaign adaptations from our proposalMADANO + THINKS INSIGHT & STRATEGYINSIGHT. MOTIVATION. PARTICIPATION.01 / THE AMBITION
01 / The opportunity
Agreement is
only the beginning.
Health inequalities affect all of us. Recognition and motivation to act vary.
Employment, welfare reform, regional inequality and public spending are connected to the conditions that shape the health of this nation.
Health Equals has a strong campaign foundation. Our task is to connect that story to people’s everyday lives, make joining worthwhile and remove the barriers to registration.
Build on what works.
Make participation more compelling.
Good workSecure housingFinancial securityHealthy communities
02 / Different starting points
One movement.
Different reasons to join.
01
Their starting point
Our behavioural task
Working audience hypotheses informed by experience in relevant markets. Further validation and refinement will use Health Equals’ research and campaign evidence.
03 / One joined-up approach
Understanding people.
Moving them to act.
How it changes the workMeasure · test · learn · reinvest ↻
Madano
Healthcare expertise, digital strategy and paid media delivery.
ThinksBehavioural science to understand motivations and strengthen interventions.
04 / Evidence before expansion
Your data holds
the audience story.
We bring it together.
Understand the barriers
A behavioural audit and half-day workshop identify friction, strengthen motivation and prioritise registration improvements.
Borrow what works
Lateral category analysis explores approaches from Movember, Change.org and WWF Earth Hour, translating relevant principles into tests.
05 / A programme through 2030
Immediate impact.
Lasting relevance.
2027 is the immediate delivery focus. Later phases set the direction, subject to annual review, campaign priorities and investment decisions.
A campaign people encounter in their own community
Local voices.
Relevant places.
Reasons to participate.
Glasgow illustrates how community voices, coalition members and selected local moments could connect national campaigning with everyday experience.
From paid social to potential digital out-of-home, the ambition is a joined-up experience that makes participation feel relevant to the audience, time and place.
Illustrative 2030 activation concept from the proposal. Event examples and potential partners remain exploratory.
06 / Maximise in practice
A clearer reason.
A simpler next step.
Illustrative creative explorations. Final adaptations will follow audience insight, historical performance and testing.
From attention to registration
Make the value clear
before asking for details.
- Bring the form and call to action to the top
- Put the benefits of joining beside the form
- Simplify the information requested
- Create a dedicated paid-traffic journey
- Surface coalition proof earlier
Creative adaptation and website implementation sit with appointed partners, as set out in the proposal.
07 / Transparent investment
A budget with
a clear job.
2027 total investment£325,000March–December, including VAT allowance
£211,000 working media£95,000 Madano + Thinks£19,000 VAT allowance
90% acquisition.
10% awareness.
Establish the baseline, identify registration barriers and prioritise tests. Ongoing management applies those findings through optimisation, creative briefs, journey improvements and performance reviews.
Creative production and adaptation are assumed to sit within the separate creative brief. VAT treatment remains subject to confirmation.
The full four-year investment +
08 / Assumptions made visible
Explore the scenario.
See the assumptions.
This is an illustrative acquisition model, not a Health Equals benchmark or commitment. The defaults reproduce the proposal.
Fixed inputs: £100,800 Meta form spend; £89,100 website acquisition spend; £0.85 per click; 90% click-to-visit rate; 85% valid and new.
Modelled valid new supporters15,047
14,400 Meta submissions+3,302 website submissions× 85%
£12.62 acquisition media CPA£21.60 full programme CPA
£7 applies only to a submitted Meta form. The acquisition CPA uses the full £189,900 acquisition budget divided by valid new supporters.
Forecast agreed within six weeks of receiving data and access.
Validate historical performance, tracking and record quality while optimising existing campaigns throughout. No extra registrations are assumed from the £21,100 awareness allocation.
09 / Reporting that changes the work
What happened.
Why. What changes.
A decision framework for reporting, rather than a collection of platform metrics. Dashboard design below is illustrative; it contains no live performance results.
Spend + valid supporters
Are we on budget and growing the supporter database?
DECISIONAdjust pacing and investigate any gap.
Cost per supporter
Which routes deliver efficient acquisition?
DECISIONMove spend towards stronger combinations.
Visits + registration rate
Where do interested people drop out?
DECISIONChange the message, creative, page or form.
Consent + retention
Are registrations creating lasting value?
DECISIONFix weak sources before increasing spend.
Measures and data sources +
10 / Relevant experience
Complex issues.
Tangible outcomes.
11 / Accountable delivery
Optimisation starts
immediately.
MARAPRMAYJUNJULAUGSEPOCTNOVDEC
Live optimisationMeta and Google from day one
Baseline + behavioural auditInitial analysis and workshop
Creative + journey testsTest, evaluate and refine
Scale what worksReallocate using validated results
2028 roadmapPriorities and investment
Proposed high-level timing. Weekly working calls, monthly reporting and quarterly growth reviews. Creative adaptation and web implementation sit with appointed partners.
Your core team
Strategy. Delivery. Intelligence. Behaviour.Working arrangements and delivery commitments +
12 / Growing the Health Equals movement
More people joining.
A stronger voice
for a healthier UK.
Improve existing performance.
Make joining more compelling.
Bring audience intelligence, behavioural science and paid media together.
madano. + Thinks
The complete proposal
Every detail.
Nothing left behind.
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