Do It London

Client: London HIV Prevention Programme

Ten years after the London HIV Prevention Programme launched the ‘Do It London’ campaign, it needed a refresh. New data revealed rising HIV transmissions among heterosexuals (particularly ethnic minorities), not just gay men. ​

If HIV affects anyone - why doesn’t everyone feel responsible for preventing it? ​ ​For decades, HIV communications leaned on stereotypes and hypersexualised narratives, meaning organisations inadvertently fuelled stigma, shame, and the need to be ‘discreet’ about HIV prevention - relegating it to “other people’s” lives.​ Inspired by street art, and locally resonant IYKYK messaging and voices, the identity and comms approach transformed HIV comms to be what HIV itself needed to become: visible, vibrant, and unmistakably relevant to everyone. We tackled stigma head-on, focussing on the positive things ALL Londoners can do: test, prevent, protect.​ Our strategy paired bold, unapologetic citywide advertising with culturally resonant interventions. A flagship example was ‘Tips & Tests’ - a pioneering nail‑salon pop‑up where nail artists opened honest conversations about HIV prevention within a trusted community space. ​ Reframing HIV prevention from a sexual‑health issue to a health responsibility, we shifted perception from a “me/them” problem to a “we” movement – changing behaviour at scale. The campaign drove: > ​+36% HIV prevention behaviour​ > +282% HIV self-test kit orders​ > +14-25% increase in understanding of HIV prevention topics​ > Boosted engagement with HIV support (x10 unique web visitors, more onsite actions)​ Do It London isn't just another public health campaign - it's London's call to end new HIV transmissions, together.