Do It London urges city to unite to prevent HIV

The campaign, from TMW, is the first since refreshing the brand

By Creative Salon

19 August 2025

Do It London, the awareness campaign from the London HIV Prevention Programme, has launched a new creative platform with the aim of ending new HIV transmissions and stigma in the city: Let’s Prevent HIV Together.

This is the first campaign by UNLIMITED, part of Accenture Song, since the agency group was appointed to the account at the beginning of the year. Developed by UNLIMITED’s integrated creative agency, TMW, all executions utilise the new visual identity that was launched in June. Media planning and buying was handled by the7stars.

Let’s Prevent HIV Together informs Londoners of the four proven ways to prevent HIV – regular testing, condoms, PrEP (a daily pill that helps prevent HIV), and ‘U=U’ (knowing that undetectable = untransmittable) – and encourages all Londoners to unite in breaking the stigma around HIV and take shared responsibility for the city’s health.

Running across audio, print, social and OOH throughout London, the creative has been developed with the language of London in mind, designed to spark engagement by tapping into the city’s pride, shared experiences and unique voices of its diverse communities.

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% effective.” There are also more regional versions, including describing HIV testing kits as “Easier to get than a Morley’s at midnight” in South London.

There will also be community-focused executions such as a pop-up nail salon in Peckham Palms, London's first Black women-led business hub, ahead of Notting Hill Carnival weekend to help London’s women get HIV testing on their radar. The salon, executed by TMW’s live experiences team, will offer free Carnival-inspired express manicures designed by nail artist to the stars, Shea Osei, paired with confidential HIV advice and access to testing.

The integrated campaign also spans PR and Social, delivered by TMW Tomorrow (TMW’s social and influencer division) helping raise awareness of the wider programme’s objectives and promote bookings at the Peckham pop-up through earned press and influencer content.

Reactive content will also be utilised to target different demographics, such as football fans. Crystal Palace’s FA Cup triumph will be celebrated with posters in Croydon, with executions also planned on London derby days.

Marc Thompson, Lead Commissioner of the London HIV Prevention Programme said, “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 said, “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 said. “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.”

CREDITS

Title/Project: Let’s Prevent HIV Together

Creative Agency: TMW, part of Accenture Song

B2B PR: Erris de Stacpoole

Client name & Job titles: Marc Thompson – Lead Commissioner, London HIV Prevention Programme

Christy Clemence: Communications Commissioning Manager

Chief Creative Officer: Graeme Noble

Creative Director: Brian Brady

Creatives: Em Craxton & Jessie Coleman

Designer: Ted Chiddle

Planning Director: Kelly Badal

Chief Strategy Officer: Paul Dazeley