Targeted advertising for the Ministry of Health of Ukraine
Progress
Project
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Ministry of Health in Ukraine (MOH), informative advertisement on the topic of antibiotic resistance.
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Advertising purpose
Promotion of 6 videos and 2 publications to familiarize citizens of Ukraine with the problem of antibiotic resistance. 2.2 million views and 1.8 million reach.
What the Needy People team has done
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Setting up a turnkey advertising campaign on Instagram and Facebook.
Using 4 different audiences and hypotheses.
Creation of 2 sets of creatives for targeting for each vacancy.
Check for compliance with Facebook rules and launch the campaign within 24 hours. Monitoring and optimization of the advertising campaign.
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The result of the work of the Needed People team
The initial test budget was aimed at achieving 200 thousand views.
The subsequent advertising budget was allocated to achieve another 2 million views.
When booking impressions, we managed to minimize the advertising budget to UAH 20,000 to achieve the goals of the advertising campaign.
Settings
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A new form of customization was performed to reach 2.2 million views with a frequency of 1.3. This is a booking of impressions, which allowed us to minimize the budget.
Goals of promoting the Ministry of Health of Ukraine through social media
The main goal of the campaign is to raise public awareness about the Ministry of Health's projects and engage the target audience in interaction via Facebook and Instagram.
The tasks included:
increasing the number of subscribers to the official pages of the Ministry of Health;
promotion of information campaigns (vaccination, disease prevention, healthy lifestyle);
involving citizens in educational initiatives of the Ministry of Health of Ukraine;
forming a positive image of a state institution.
How we set up targeted advertising for the Ministry of Health
To achieve our goals, we developed a comprehensive advertising strategy that included analytics, creatives, and audience testing.
Technical training
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Meta Pixel is connected to track campaign performance.
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End-to-end analytics are set up to monitor results in real time.
Creatives and advertising messages
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Banners and videos aimed at a wide audience were created.
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Key messages: "Stay healthy," "Get vaccinated today," "Get tested on time."
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Modern designs were used that emphasize the authority of the Ministry of Health.
Target audience segmentation -
Main target audience: citizens of Ukraine aged 18–55.
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Additional segments: youth, parents with children, elderly people.
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Look-alike audiences were used based on users who interacted with the Ministry of Health website.
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Retargeting has been launched for page visitors and those who watched informational videos .
Results of the Ministry of Health advertising campaign
Over 500,000 views of informational videos on social media.
The CTR of the best creatives is 4.5%.
10,000+ new followers on the Ministry of Health pages.
Reduction in reach cost by 30% after campaign optimization.
The campaign worked stably and achieved its planned goals.
What worked best?
Video reviews with medical experts.
Banners with simple calls to action (“Get vaccinated”, “Check your health”).
Retargeting to those who interacted with content but did not subscribe.
Recommendations for further campaigns of the Ministry of Health of Ukraine
Use dynamic ads to personalize messages.
Launch campaigns on YouTube and LinkedIn to reach a professional audience.
Add real reviews from doctors and patients to increase trust.
Conclusions
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The case of cooperation with the Ministry of Health of Ukraine proved that properly configured targeted advertising can become a powerful tool for informing the population.
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Thanks to the work of the "Necessary People" team, the Ministry of Health gained significant reach, attracted new subscribers, and strengthened trust in government initiatives.
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
Targeted advertising of the Ministry of Health of Ukraine in social networks
Targeted advertising of the Ministry of Health of Ukraine on social networks showed how state communication can work as effectively as business communication, if it is properly packaged and launched. The Ministry of Health requested to convey the important topic of antibiotic resistance to the widest possible audience of Ukrainians. Simply posting videos on the page is not enough - algorithms show them to a limited number of subscribers. That is why targeted advertising of the Ministry of Health of Ukraine became the main tool for scaling reach: a series of videos and posts was to work as a single campaign with a controlled frequency of displays and transparent metrics. The team's task was to build a path from the first contact with the message to awareness of the problem of antibiotic abuse and changes in people's behavior, while being careful about the taxpayers' budget.
Objectives and format of the information campaign of the Ministry of Health of Ukraine
The Ministry of Health’s information campaign had clear, measurable goals. The main focus was to raise public awareness of antibiotic resistance and safe treatment. The package included several videos and publications that explained why you should not “prescribe” antibiotics to yourself, why it is important to complete the course of treatment and trust a doctor, not the Internet. Targeted advertising by the Ministry of Health of Ukraine in this project was seen as a tool for quickly delivering simple but important messages to millions of people. The campaign format involved working with different age groups and regions, the correct frequency of contact, so as not to overload users, but also not to get lost in the news feed. It was important not only to “close” the impressions, but also to design the campaign so that each viewing gave a clear, useful message.
Targeting challenges for state communication of the Ministry of Health of Ukraine
Promoting government initiatives through advertising on social networks is not easy. On the one hand, it requires the widest possible coverage of the adult population, and on the other, delicate work with wording so as not to cause rejection or distrust. Targeted advertising by the Ministry of Health of Ukraine had to take into account the sensitivity of the health topic, different levels of medical literacy, and the general fatigue of the audience from "official" messages. A separate challenge was working out the frequency of displays: too aggressively displaying videos could lead to complaints, while a low frequency would not ensure memorization. It was also important to maintain a balance between simple explanations and the correctness of medical information. Therefore, the targeting strategy was based on testing hypotheses regarding audiences and creatives, and final decisions were made based on data, not assumptions.
Targeted advertising launch strategy for the Ministry of Health of Ukraine
To achieve the goals, a phased strategy was developed. First, the team prepared the technical base: setting up accounts, checking creatives for compliance with platform rules, planning the display schedule. Then, targeted advertising by the Ministry of Health of Ukraine was launched on several clusters of audiences: a broad national sample by age, separate segments of parents, youth, and seniors. Different ad formats, video length, and presentation of key messages were tested for each segment. After the first days of data collection, the campaigns were gradually optimized: more expensive audiences were disconnected, the budget was redistributed to the most effective “creative plus segment” connections. This approach allowed us to maintain control over the cost of coverage and at the same time increase the number of high-quality views of informational videos.
Creatives, audiences, and social media impression optimization
The campaign focused on simple, clear creatives without excessive “officiality.” The videos explained how irresponsible treatment of antibiotics leads to the fact that the drugs stop working. Visually, the creatives were built on a combination of live scenes, clear infographics, and clear appeals: consult a doctor, do not self-medicate, follow the instructions. Targeted advertising by the Ministry of Health of Ukraine used several text options to find the optimal tone — from more emotional to restrainedly informative. In parallel, viewing rates, attention retention, contact frequency, and audience reactions were monitored. It was the analytics data that became the basis for decisions on which creatives to scale and which ones should be replaced or refined.
Results of targeted advertising by the Ministry of Health and further steps of the campaigns
The implemented strategy showed that targeted advertising by the Ministry of Health of Ukraine can be both effective and budget-friendly. Informational videos received millions of views and reached a wide audience of adults, and the campaign maintained stable frequency and cost of contact indicators. Thanks to optimization, it was possible to minimize the cost of impressions without losing the quality of results. For the Ministry of Health, this meant not just an increase in the numbers in the reports, but a real opportunity to convey important messages about the responsible use of antibiotics to millions of people where they spend their time every day - in the social media feed. The next steps include scaling the most successful formats, testing new prevention topics, and further developing government communication through modern digital tools.