What's Happening?
The 'Do It London' campaign has been rebranded to address HIV prevention across all of London's communities, not just the gay community. The campaign, supported by all 33 London boroughs, uses vibrant street art aesthetics and culturally relevant messaging
to engage a broader audience. This rebranding was prompted by data showing high HIV rates among heterosexuals and Black communities. The campaign achieved an 80% increase in brand awareness and a 282% rise in test kit orders. It also increased preventative behaviors by 36% across London. The campaign's strategic approach involved shifting the narrative from a 'them' issue to a 'we' issue, aiming to reduce stigma and normalize HIV prevention as part of routine healthcare.
Why It's Important?
The rebranding of the 'Do It London' campaign is significant as it addresses the stigma associated with HIV and broadens the conversation to include all Londoners. By targeting a wider audience, the campaign aims to increase awareness and preventative behaviors, ultimately contributing to the goal of ending new HIV transmissions by 2030. The campaign's success in increasing engagement and awareness highlights the importance of inclusive and culturally relevant public health messaging. It also demonstrates the potential for public health campaigns to drive significant behavioral change when they resonate with the target audience.
