TfL Advertising for Public Sector and Health Campaigns

Public sector and health campaigns often need to reach large numbers of people across London, whether the aim is to raise awareness, promote a health service, share important advice or direct people towards trusted support. London Underground advertising gives public sector organisations, healthcare providers, charities and government bodies access to a genuinely large daily audience, TfL's own figures put annual Underground demand at 1.216 billion passenger journeys in the 2024 to 2025 financial year, up 3 percent on the year before.

Campaigns can appear in stations, on platforms, beside escalators and inside Tube carriages. Locations and formats can be selected around the people the campaign needs to reach.

Why Use TfL Advertising for Public Awareness Campaigns?

The London Underground connects residential areas, workplaces, universities, hospitals, shopping areas and major destinations across the capital. This gives public sector and health organisations opportunities to reach London-wide audiences or focus activity on selected locations.

TfL advertising can support campaigns including:

1. Health and wellbeing awareness
2. Screening and health checks
3. Vaccination programmes
4. Mental health support
5. Public safety information
6. Council and community services
7. NHS and public sector recruitment
8. Local healthcare services
9. Public information campaigns

The audience, location and action you want people to take should guide the campaign plan.

How Can Public Sector Organisations Advertise on the London Underground?

Campaigns can run at selected stations or across a wider part of the Underground network. A local health campaign could focus on stations serving a particular borough. An NHS recruitment campaign could target stations around relevant hospitals and travel routes. A London-wide awareness campaign could use locations across several Tube lines.

There are many London Underground advertising formats available, and the right choice depends on the audience, message, locations and available budget.

TfL Advertising Formats for Health and Public Sector Campaigns

Digital 6 Sheet Advertising

Digital 6 Sheet advertising can be found in busy station areas such as concourses, passageways and platforms. These portrait screens work well for clear public information messages with a short headline and one main action, such as visit a website, book a health check, call a helpline or find local support. Keeping the message concise helps passengers understand it while moving through the station.

Digital 12 Sheet Advertising

Digital 12 Sheet advertising provides a large landscape display for health, public information and awareness campaigns. Digital creative can be updated when required, giving organisations flexibility during longer campaigns.

Digital Gateway Screens

Digital Gateway screens are positioned at key points within selected Underground stations. They can carry short and highly visible public information messages in areas with regular passenger movement. These screens can be explored alongside other digital advertising formats on the London Underground.

Platform Advertising

Platform posters and digital screens reach passengers while they wait for their train. Campaigns can use this space for a clear headline, supporting information and a call to action such as a website, QR code or helpline.

Tube Carriage Advertising

Advertising inside Tube carriages reaches passengers during their journey. The setting can suit health and public information campaigns that require additional detail, including information about available services, symptoms, support or how to get help.

Station Takeovers

Major public awareness campaigns can consider station takeover advertising. A takeover uses several advertising spaces within one station, creating strong visibility around a selected location.

Choosing the Right London Underground Stations

Station selection should reflect the people the campaign needs to reach. A university health campaign could focus on stations serving campuses and student areas. An NHS recruitment campaign could consider stations used by people travelling towards hospitals and healthcare facilities.

Planning may consider:

1. Borough and local area
2. Nearby hospitals and health facilities
3. Universities and colleges
4. Residential areas
5. Employment areas
6. Passenger numbers
7. Interchange stations
8. Relevant travel routes
9. Intended audience

Location planning should be completed early in the campaign.

How Should a Public Health Tube Advert Be Designed?

Public information needs to be understood quickly, and the creative should answer three simple questions.

1. What Is the Message?

Make the purpose of the campaign clear from the headline. People should be able to understand the subject without having to read large amounts of text.

2. Who Is the Message For?

Where relevant, clearly identify the intended audience. For example, "Aged 50 to 74? Your health check could be due." Clear wording helps people recognise when a message is relevant to them.

3. What Should People Do Next?

Give the audience one clear action, such as book your appointment, visit the website, scan to find your nearest clinic, or call for support. A clear action makes it easier for passengers to respond to the campaign.

Make Health Advertising Easy to Read

People may see an advert while walking through a station, standing on a platform or travelling on an escalator, so the main information needs to be clear at a glance. Campaign creative should consider:

1. Large, readable text
2. Short headlines
3. Clear images
4. Strong colour contrast
5. Simple language
6. One main call to action
7. Easy to read website addresses
8. Clearly displayed QR codes

Artwork should also be designed for the specific advertising format and where it will appear.

Accessibility for Public Sector Advertising

Public information should be accessible to as many people as possible, and simple language and a clear design can make health and public service information easier to understand. Depending on the audience, campaigns may need to consider:

1. Plain English
2. Readable typography
3. Clear colour contrast
4. Accessible web pages
5. Alternative contact methods
6. Translated campaign materials
7. Simple instructions

The experience after someone responds to the advert also matters. A person scanning a QR code should arrive on a mobile friendly page where the next step is clear.

TfL Rules for Public Sector and Health Advertising

Advertising across the TfL network must follow TfL's Advertising Policy and relevant UK advertising rules. TfL also provides non-commercial advertising space for its own public information and an allocation for Greater London Authority campaigns, this space has been used for public health and awareness activity, including mental health and health guidance campaigns. The GLA allocation is separate from commercial advertising space available for general campaign bookings.

Health campaigns should consider:

1. Evidence for medical or health claims
2. Clear and accurate wording
3. Restrictions covering certain products and services
4. TfL rules covering high fat, salt and sugar food advertising
5. TfL restrictions on political advertising

Campaigns should allow enough time for artwork review, approval and any required changes.

Planning TfL Advertising for Public Sector and Health Organisations

Start with the audience, location and message. Consider where the intended audience travels, which stations are relevant and what you want people to do after seeing the campaign, these details can then guide station selection, advertising formats and campaign timing.

London Underground Advertising supports healthcare organisations, public bodies, charities and agencies with campaigns across the Tube network. Our team can help with station selection, format recommendations, availability, artwork requirements and campaign bookings.

FAQs

Can the NHS advertise on the London Underground?

Yes. NHS and healthcare organisations can advertise across suitable London Underground locations, subject to TfL's advertising rules, campaign approval and availability.

Can councils advertise on TfL?

Yes. Local authorities and other public bodies can run suitable public information and awareness campaigns across TfL advertising locations.

Does the GLA receive free TfL advertising space?

The Greater London Authority receives an allocation of non-commercial space across the TfL network for approved public information and awareness campaigns. This is separate from commercial advertising space available for general bookings.

Is TfL advertising suitable for public health campaigns?

Yes. It can be used to raise awareness of health services, screening, vaccinations, mental health support and other public health messages across London.

Can a health campaign target specific parts of London?

Yes. Campaigns can be planned around selected Underground stations and areas. This can be useful for borough campaigns, local healthcare services and recruitment.

Can health campaigns use QR codes on Tube adverts?

Yes. QR codes can direct passengers to appointments, health information and other online resources. The code should be clearly displayed and lead to a mobile friendly page.

Do healthcare adverts need approval?

Yes. Advertising across the TfL network is subject to relevant advertising and approval requirements. Additional requirements may apply to medical and healthcare claims.

What TfL advertising formats can public sector organisations use?

Options include platform advertising, digital screens, Tube carriage advertising, station posters and larger station formats. You can view the full range of Tube advertising formats to see the available options.