How Somerset's Teapot Creative Achieved 94.7% Video Completion Rates with Innovative NHS Campaign

Somerset-based creative agency Teapot Creative recently delivered impressive results for NHS Somerset, achieving a remarkable 94.7% video completion rate by taking health messaging to an unexpected platform - Twitch. Co-founder and Digital Somerset member Lizzie Tottle shares how her team's gaming-first approach connected with young men about HPV vaccination.

When NHS Somerset needed to talk to 18–25-year-old men about the HPV vaccine, they didn’t want another dusty public health campaign. They wanted relevance, resonance and actual reach.

Here’s how Teapot helped the NHS show up in a place young men didn’t expect but absolutely noticed: Twitch.

The brief.

Young men are a tough crowd when it comes to public health messaging. Especially on a topic like HPV vaccination, which doesn’t often sit high on their priority list (just below renewing their passport and slightly above descaling the kettle). But it should be, as it is one of the leading causes of penile cancers for men.

NHS Somerset needed to engage this audience directly, build awareness, and motivate action. The usual channels out-of-home, Facebook, Insta weren’t going to cut through. That’s where we came in. Ps: you only have 4 weeks.

Our thinking.

We started by going where they were already paying attention. Twitch, the world’s largest live streaming platform, is more than a gaming site, it’s a cultural ecosystem. One where 18–25-year-old men spend hours every week immersed in play, commentary and community.

Rather than interrupt, we decided to integrate. Speak their language. Respect the space. So we created a creative concept built around something every gamer understands: patch updates and squad protection.

Our campaign message was simple: "Protect Yourself. Protect Your Team"

It echoed in-game logic: you wouldn’t head into battle without armour. So why roll the dice on your health?

How it worked.

We activated the campaign through a combo of targeted pre-roll ads and live stream integrations with relevant creators. These weren’t awkward health lectures in a headset. They were fast-paced, visually sharp, and tonally aligned with the humour and energy of the Twitch community. Gamers saw the HPV message delivered in a place they trusted, by people they respected. No cringe. No hard sell. Just a smart nudge wrapped in great creative.

The results.

Let’s talk numbers:

🎯 346,573 total impressions over 4 weeks

🎥 328,167 video completions over 4 weeks

✅ 94.7% completion rate

That 94.7% video completion rate tells us what we suspected: if you respect your audience’s time, they’ll give you their attention.

Why it worked.

This campaign succeeded because we didn’t treat young men as a “hard to reach” demographic. We treated them as humans with habits, interests and expectations. Then we met them there, with something worth watching.

It also worked because Twitch isn’t just a platform. It’s a mindset. And when you understand the rules of that world, collaboration, community, loyalty you can drop in something useful without breaking the fourth wall.

Finally, it worked because NHS Somerset trusted us to push the brief. And that’s when real creativity happens.