Overview
London’s flagship HIV prevention campaign, Do It London, operates under the London HIV Prevention Programme (LHPP) with a clear mission: reduce stigma, encourage testing, and help achieve zero new HIV transmissions by 2030 in line with the UK Government’s HIV Action Plan.
Built around the message “Let’s Prevent HIV Together,” the campaign promotes four essential pillars of HIV prevention and management:
- Condoms as a proven method of reducing HIV transmission.
- Regular HIV testing to help people know their status.
- PrEP (Pre-Exposure Prophylaxis), including pills and long-acting injectable options for HIV-negative individuals.
- U=U (Undetectable = Untransmittable), highlighting that people receiving effective HIV treatment cannot pass on the virus.
What makes Do It London unique is its culturally relevant approach. Rather than relying on traditional public health messaging, the campaign uses familiar London references, community engagement, and relatable conversations to connect with diverse audiences, including gay and bisexual men and people of Black African heritage. By making HIV prevention part of everyday life, the initiative aims to normalize discussions around sexual health and remove long-standing stigma.
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Introduction
Public health campaigns often struggle with one major challenge: getting people to pay attention.
For years, HIV awareness campaigns faced an additional obstacle stigma. Many people viewed HIV prevention as a conversation that only applied to specific communities, particularly gay men. As a result, large sections of the population ignored the messaging entirely.
That is where Do It London changed the game.
Instead of relying on clinical language or traditional healthcare advertising, the London HIV Prevention Programme took a completely different approach. The campaign began talking about things Londoners already cared about: chicken shops, Tube etiquette, football, Lime Bikes, dating apps, Jamaican patties, and everyday city life.
At first glance, connecting HIV prevention with Morley’s chicken shops might seem unusual. I was skeptical at first, but after researching the campaign strategy, it became clear why it worked so well. The goal wasn’t simply to raise awareness—it was to make HIV prevention part of everyday conversation.
The results were remarkable.
Understanding the HIV Challenge in London
Why HIV Prevention Needed a New Approach
London has historically recorded some of the highest HIV rates in the United Kingdom.
Despite advances in treatment, prevention tools, and education, public health researchers identified an important problem. Many Londoners still believed HIV only affected certain groups.
Research conducted through surveys, focus groups, and sector studies revealed that between 50% and 75% of Londoners often dismissed HIV messaging as irrelevant to them.
Common misconceptions included:
- HIV only affects the gay community.
- HIV prevention is not relevant to heterosexual people.
- Conversations about HIV should remain private.
- Testing is only necessary for certain groups.
These misunderstandings contributed directly to stigma and reduced engagement with prevention services.
Disparities Across Communities
Data also highlighted significant disparities among London’s 33 boroughs.
Particular concern surrounded communities of Black African heritage, who were disproportionately affected by HIV compared to some other groups.
The challenge was clear: HIV prevention needed to reach everyone, not just traditional audiences.
The Vision Behind Do It London
From “Them” to “Us”
The campaign’s strategic shift focused on changing public perception.
Instead of presenting HIV as an issue affecting “other people,” Do It London positioned prevention as a shared responsibility.
The campaign encouraged Londoners to think:
“Let’s prevent HIV together.”
This subtle but powerful shift helped transform HIV prevention into a citywide movement rather than a niche public health initiative.
Normalizing Prevention
Another key objective involved integrating HIV prevention into routine healthcare conversations.
The campaign emphasized:
- HIV testing
- Condom use
- PrEP awareness
- U=U education
By presenting these tools as normal healthcare practices, Do It London reduced feelings of fear, embarrassment, and judgment.
Why Chicken Shops Became Part of the Conversation
The Power of Cultural Relevance
One of the campaign’s most innovative decisions involved grounding HIV messaging in familiar cultural references.
Using AI-assisted analysis and audience insights, the team identified topics Londoners discussed daily.
These included:
- Morley’s chicken shops
- Tube etiquette
- Crystal Palace football discussions
- Hinge dating experiences
- Lime Bikes
- Jamaican patties
- Oxford Street shopping
Rather than forcing people into a healthcare conversation, the campaign entered conversations they were already having.
Why It Worked
Public health campaigns often fail because they interrupt people’s lives.
Do It London succeeded because it joined everyday life.
When someone sees messaging connected to familiar experiences, they become more likely to engage with it.
A poster discussing HIV prevention alongside a reference to late-night chicken shop visits feels far less intimidating than traditional medical advertising.
The campaign’s playful tone encouraged curiosity rather than avoidance.
Rebranding HIV Prevention for Modern London
Moving Away from Clinical Communication
The campaign’s visual identity also underwent a significant transformation.
Instead of sterile healthcare branding, Do It London embraced:
- Street art inspiration
- Bold typography
- Vibrant colors
- Community-centered design
- Local cultural references
The visual language reflected London’s diversity and energy.
Representing All 33 Boroughs
Designers incorporated outlines of London’s 33 boroughs into campaign materials.
This reinforced the message that HIV prevention belongs to every community, every neighborhood, and every resident.
The approach helped create a sense of collective ownership.
The Four Pillars of HIV Prevention
Condoms
Condoms remain one of the most effective tools for preventing HIV and other sexually transmitted infections.
The campaign consistently reinforced their importance.
HIV Testing
Regular testing allows individuals to know their HIV status early.
Early diagnosis improves health outcomes and helps reduce transmission.
PrEP
PrEP (Pre-Exposure Prophylaxis) is a highly effective medication that can significantly reduce the risk of HIV infection for HIV-negative individuals.
Awareness of PrEP became a major campaign priority.
U=U
Undetectable Equals Untransmittable (U=U) is one of the most important developments in HIV education.
People receiving effective HIV treatment who achieve an undetectable viral load cannot sexually transmit HIV.
Increasing public understanding of U=U became a central educational goal.
Community Partnerships Made the Difference
Trusted Organizations
The campaign collaborated with respected partners including:
- Sexual Health London (SHL)
- Zults
- Spectra
- Positive East
- Africa Advocacy Foundation
These organizations helped ensure messages remained authentic and culturally appropriate.
Influencer and Community Outreach
Rather than relying solely on advertising, the campaign partnered with local influencers and community leaders.
This helped build trust among audiences that may have historically disengaged from traditional healthcare messaging.
Innovative Community Events
Tips and Tests at Notting Hill Carnival
One of the campaign’s most creative activations was “Tips and Tests.”
A pop-up nail salon at Notting Hill Carnival offered free nail treatments while providing HIV prevention information and access to testing.
The environment felt welcoming, relaxed, and free from stigma.
By meeting people where they already were, the campaign increased engagement significantly.
The Results Speak for Themselves
The campaign delivered its strongest outcomes to date.
Key achievements included:
- 80% increase in campaign awareness
- 282% increase in HIV self-test kit orders
- 36% increase in HIV prevention behaviors
- Significant improvements in awareness of PrEP
- Increased understanding of testing services
- Greater public awareness of U=U
- Tenfold increase in website engagement
- More than 20 pieces of earned media coverage
- Over 1,900% average social media engagement growth
These results demonstrated the effectiveness of combining public health expertise with cultural relevance.
Lessons Other Cities Can Learn
Do It London offers valuable lessons for public health professionals worldwide.
Successful health communication should:
- Meet audiences where they are.
- Reflect local culture.
- Reduce fear and judgment.
- Use relatable language.
- Partner with trusted community organizations.
- Encourage participation rather than lecture audiences.
In my experience analyzing awareness campaigns, the most successful initiatives rarely focus solely on information. They focus on connection.
That is exactly what Do It London achieved.
Quick Takeaways
- Do It London reframed HIV prevention as a citywide issue.
- The campaign used local culture to make messaging relatable.
- Chicken shops, football, Tube etiquette, and dating culture became conversation starters.
- HIV prevention awareness increased significantly.
- Testing rates and self-test kit orders surged.
- The initiative supports London’s goal of ending new HIV transmissions by 2030.
Conclusion
Do It London proves that effective public health communication does not always require complex medical language or traditional awareness campaigns. Sometimes, the most powerful messages are the ones that feel familiar.
By connecting HIV prevention to everyday London life—from Morley’s chicken shops to Tube etiquette and football discussions—the campaign successfully reduced stigma, increased awareness, and encouraged meaningful behavior change across all 33 London boroughs.
As cities continue searching for innovative ways to improve public health outcomes, Do It London stands as an award-winning example of how cultural relevance, community trust, and creative thinking can drive real impact.
What do you think about using local culture and humor to tackle serious health issues? Share your thoughts and join the conversation.
Frequently Asked Questions
What is Do It London?
Do It London is the flagship campaign of the London HIV Prevention Programme, designed to increase HIV awareness, reduce stigma, and promote testing and prevention.
Why did the campaign use chicken shops and other local references?
The campaign used familiar London topics to make HIV prevention messaging more relatable, engaging, and relevant to a wider audience.
What does U=U mean?
U=U stands for Undetectable Equals Untransmittable, meaning people with HIV who maintain an undetectable viral load through treatment cannot sexually transmit the virus.
