Do it London leverages influencers and social media for HIV awareness drive

Do It London, the awareness campaign from the London HIV Prevention Programme, has introduced a new creative platform Let’s Prevent HIV Together to help end new HIV transmissions and reduce stigma in the city.

The campaign marks the first work by UNLIMITED, part of Accenture Song, since being appointed to the account earlier this year. Creative development was led by TMW, with media planning and buying managed by the7stars.

The campaign highlights four proven ways to prevent HIV: regular testing, condoms, PrEP (a daily pill that prevents HIV), and U=U (undetectable equals untransmittable). It calls on Londoners to take collective responsibility for the city’s health and to challenge HIV stigma.

Campaign designed with London in mind

Running across audio, print, social media, and out-of-home, the creative uses familiar London language and cultural references to connect with residents. Lines include: “Walk on the left. Stand on the right. Here’s another thing every Londoner should know. With effective treatment, HIV can’t be passed on.” and “Sliding into their DMs. PrEP. One of these is 99 percent effective.” Regional variations also feature, such as a South London execution describing testing kits as “Easier to get than a Morley’s at midnight.”

To reach communities directly, a pop-up nail salon will open in Peckham Palms, London’s first Black women-led business hub, ahead of Notting Hill Carnival. The activation, delivered by TMW’s live experiences team, will offer free Carnival-inspired manicures designed by nail artist Shea Osei, alongside confidential advice and access to testing.

Community focus through media and activations

The campaign is supported by PR and social activity from TMW Tomorrow, the agency’s social and influencer arm, including influencer content to drive awareness of the programme and promote the Peckham pop-up. Reactive creative executions will also target specific groups, such as football fans, with tailored messaging around local matches and events.

Marc Thompson, Lead Commissioner, London HIV Prevention Programme: "To achieve our goal of zero new HIV transmissions by 2030, we need Londoners to unite behind our collective health. To connect with all of London requires not only memorable creative that appeals to all, but executions that speak to the heart of different communities. We’re incredibly proud of the campaign that TMW and the7stars have delivered, which does just that."

Graeme Noble, Chief Creative Officer, TMW, part of Accenture Song: "The core of this campaign is the belief that it will take everyone to achieve the ambition of ending new HIV transmissions in the city. Whilst most Londoners don’t know enough about stopping it, they do know about London. It was crucial to us that the creative inherently got what being a Londoner is all about – both the city-wide stuff with broad appeal and the nicher details that only certain people will get."

Ben Edwards, Strategy Director, the7stars: "It will take all Londoners to end new HIV transmissions in the city and the cause isn't something that we should shy away from. Our bold approach to channels and formats will help amplify this message, reaching all Londoners – whilst also reflecting the nuanced media habits of diverse communities across the city."