Client: LHPP
The London HIV Prevention Programme has one aim: ending new HIV transmissions in London by 2030. Its flagship campaign, Do It London, needed to increase testing, improve understanding of PrEP and U=U, and drive more people to take up HIV prevention behaviours. With a public-sector budget working across every London borough, Do It London showed that inclusive media planning can create both reach and real-world behaviour change. By using audience evidence, citywide visibility, private information routes and trusted community spaces, HIV prevention became more visible, more accessible and more relevant across London.
