Do It London Campaign Reframes HIV Prevention to Combat Stigma and Increase Awareness
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. 
