How do you turn complex data into a clear assessment of campaign impact? 

We helped NHS England define an evidence-led strategy to encourage more women to say ‘yes’ to breast screening. The resulting campaign launched in February 2025.

A year later, attendance rates had improved. But we needed to understand whether this reflected genuine behaviour change as a result of our work. 

Measuring impact wasn’t easy. Screening rates naturally rise and fall over time, and the NHS invites different communities each week, with different levels of response. This made it difficult to tell whether positive changes were down to our campaign, or if they simply reflected who had been invited.

To get a clear view, we built a statistical model that separated true trends from short-term variations in the data. This meant we could see what a normal response would have been, and compare this with data from after the campaign launch.

The result was clear: more women were attending breast screening appointments. This robust evidence of success gave NHS England confidence the campaign was having a meaningful impact.