London, Together
How to make HIV everyday
There are some things in London that everyone knows; with Tube escalators there’s a correct way to do it, and we will let you know if you get it wrong. But HIV prevention? That’s where Londoners might be less forthcoming.
Because whilst HIV can impact anyone, and HIV prevention involves everyone, too many people think it’s “not my business”. So that was our challenge with this campaign – take a big public health mission and make it feel part of everyday London life.
But how to bring people on board? Creativity was central to reframing HIV from a stigmatised sexual health issue to a broader part of everyone’s health – and a shared public health responsibility.
We rebranded ‘Do It London’ transforming it into a rallying call for the whole city. Taking inspiration from London’s street art, we gave the brand a vibrant new character and tone of voice. Instead of sounding like traditional healthcare communications and asking people to come to us, we decided to go where people already were.
Big & Bold
We went in hot – unashamedly broadcasting our message far and wide across London, and proudly framing HIV messaging alongside subjects we knew Londoners DID care about. Lime Bikes, 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.
And we went in with purpose. In response to feedback that many Black women faced barriers to accessing HIV prevention and sexual health clinics, we ran Tips and Tests events – combining free Carnival-themed nail appointments with relaxed sexual health conversations and optional HIV tests. These events allowed for a welcoming environment combining sexual health and self care, where women left feeling more informed, confident and empowered to take control of their health.
Did it work?
The campaign 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.
People reported significantly increased understanding of HIV prevention (knowledge of PrEP rose from 32% to 57%, understanding of U=U from 16% to 23% and ‘where to get a test’ from 56% to 70%.
We earned over 20 pieces of media coverage in both cultural and national outlets, and attracted new audiences with +1905% avg. engagement on social media – 91% from non-followers.
The campaign’s success was 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)
What's next?
We have continued to build on this campaign. We’ve rasied awareness of HIV testing and PrEP options, working with brilliant partners like Oloni, Richie Brave, Queen Mojo, Milena Sanchez and Precilla Chard.
We’ve also supported the Skin Like Mine campaign and Multicultural Marketing Consultancy to deliver Glam Squad events, which have delivered over 250 health checks including 60+ HIV tests by combining beauty and health.
With more activities planned, the campaign to bring HIV prevention firmly into London’s consciousness is going from strength to strength.
Find out how you can get involved in the campaign to end new HIV transmissions in London.
With thanks to everyone involved
This work brought together some truly excellent organisations, including TMW Unlimited (part of Accenture Song) and the7stars for the development and delivery of the campaign, and partnerships with Africa Advocacy Foundation, Zults and Peckham Palms, as well as collaboration with brilliant artists like Shea Osei and Nails by Mets for the Tips & Tests events and BeatByFlo, Zah Nails and Beauty, and Joy from Potential U for the Glam Squad events. Via TMW Unlimited, we also worked closely with the Diversity Standards Collective (DSC), allowing us to test our work with members of the communities we were talking to at every stage to ensure that our campaign would be relevant, accessible, and appropriate for our audience and the subject.