‘Do It London’ Campaign Rebrand
Source: London HIV Prevention Programme
The London HIV Prevention Programme (LHPP) – a unique collaboration between all 33 London local authorities -has relaunched its flagship campaign, Do It London, with a bold new message: London, let’s prevent HIV together.
The campaign promotes the four proven ways to prevent HIV: test regularly, use condoms, take PrEP, and know that Undetectable = Untransmissible (U=U), and encourages all Londoners to shed the stigma of HIV and take ownership for the health of this city.
Bold, confident and inclusive, Do It London is the public-facing voice of the LHPP, which commissions city-wide services to reduce new HIV transmissions and support Londoners most affected by HIV.
The updated campaign comes as data from UKHSA shows real progress. In 2023, HIV testing in England rose by 8% the number of people prescribed HIV prevention pill PrEP increasing annually. At the same time, among adults living with HIV in London, 98% of those on treatment have an undetectable viral load, meaning the virus can’t be passed on. But stigma, misinformation and unequal access still hold people back.
Do It London is here to change that.
Marc Thompson, Lead Commissioner of the London HIV Prevention Programme and long-time HIV activist, said:
“Do It London continues to serve all Londoners—loudly, proudly and with purpose. This campaign is about more than awareness. It’s about action. It’s about making sure every person in every borough knows how to protect themselves and others. And it’s about ending new HIV transmissions in London by 2030. We can do this—but only if we do it together.”
The campaign was shaped by Londoners, for Londoners. The update process included audience surveys, focus groups and feedback sessions with people from across the capital. The result is a campaign that reflects the city it serves—with real Londoners featured in the photography and messaging across the website and materials.
The LHPP focuses on reaching the communities most affected by HIV, including gay, bisexual and other men who have sex with men, Londoners of Black African heritage, and other communities with a higher prevalence of HIV. It funds targeted outreach work—alongside the Do It London campaign—to ensure prevention is accessible, inclusive and effective.
The programme is hosted by Lambeth Council on behalf of all London boroughs and works in partnership with the London Sexual Health Programme, ADPH London, and Fast-Track Cities to deliver a joined-up approach to HIV prevention across the capital.
As Pride Month shines a spotlight on LGBTQ+ communities and the importance of inclusive health messaging, the relaunch of Do It London is a timely reminder that HIV prevention is a shared responsibility—and a shared opportunity.
Do It London will be campaigning over the summer—with media campaigns on screens, in clinics, online and in communities to come. To learn more, visit https://www.doitlondon.org.