Our Do It London campaigns

Do It London has been raising awareness of HIV testing and combination prevention across the capital since 2015. Take a look at our work from when it all began.

London, Together (2025 - to date)

Our multi-award winning campaign to unite a city to end new HIV transmissions. We have turned ‘Do It London’ into a rallying call for the whole city.

Instead of sounding like traditional healthcare communications and asking people to come to us, we go where people already are. We broadcast our message far and wide across London, proudly framing HIV messaging alongside subjects we knew Londoners care about.

Lime Bikes, dating, football, chicken shops – every conversation in the capital, repurposed to talk about HIV prevention. Breaking down the taboos around sexual health and HIV and making it part of everyday chat.

The campaign has already had a huge impact. It drove a 448% increase in HIV self-test kit orders compared to the previous year and made HIV prevention part of city-wide conversation – even being featured on prime-time news like BBC London and ITV News.

The campaign’s success has been recognised with three major industry awards:
Gold – Public Sector, Best Health Campaign, Purpose Awards
Silver – Public/Private Partnership, Local Government Chronicle Awards
Bronze – Social Purpose, Drum Awards (EMEA)

more about the campaign

Previous campaigns

Do It London is an award-winning (blush) HIV prevention awareness campaign, and we’re proud to have been one of the first campaigns in the UK to promote “combination prevention”, including PrEP and Undetectable (U=U) from 2017. You can dig into our history and check out some of our previous campaigns below.

Be Sure, Know the Four (2022 – 2024)

Following the success of the last campaign, this campaign is a reminder of the sureness of the four methods to prevent HIV.

Be Sure Know The Four proven ways to prevent HIV including testing,condoms, PrEP and U=U

Four Sure (2020-2021)

This campaign contrasted the sureness of combination prevention with the wider certainty brought on by the coronavirus pandemic in 2020. The campaign was refreshed the following year due to the continued relevancy of the messaging.

Be Sure Know The Four proven ways to prevent HIV including testing,condoms, PrEP and U=U

Keep Doing It London (2019)

Continuing to promote combination prevention, this campaign highlighted the great work London had already achieved and urged Londoners to reject complacency.

Keep Doing It London previous campaign stating together we can reach zero new infections

Prevent HIV (2018)

This campaign introduced the concept of combination prevention to Londoners. It was also the first campaign in the UK to promote PrEP and U=U as core methods of prevention.

Previous campaign stating There are many ways to prevent HIV

STIs on the rise (2017)

In response to increasing STI rates, this campaign highlighted the effectiveness of condom use against all STI’s, including HIV.

Keep Doing It London previous campaign stating STIs including HIV are on the rise

No excuses (2016)

Our first condom-focused campaign at the start of 2016, brought to life Londoners’ common excuses for not using a condom with a range of eye-catching headlines.

I Do It… (2016)

This summer campaign evolved from the previous testing campaign with the tone shifting emphasis on the personal responsibility of testing.

You Can Do It (2015)

In spring 2015, Do It London launched its first campaign. The campaign normalised testing for HIV by highlighting the large number of Londoners already testing. In the summer, we encouraged Londoners to test for HIV by cheekily demonstrating how quick, easy and confidential testing can be.