TMW channels local lingo for London HIV charity debut

London HIV Prevention Programme is ramping up its “Do It London” awareness campaign with a new creative platform aimed at ending new HIV transmissions and stigma in the city.

“Let’s Prevent HIV Together” is the first campaign by Accenture Song-owned Unlimited since the group was appointed to the account at the beginning of the year.

Developed by TMW, all executions feature the new visual identity that was launched in June. Media planning and buying has been handled by the7stars.

The activity includes audio, print, social and OOH running throughout the capital and 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).

Ultimately it encourages all Londoners to unite in breaking the stigma around HIV and take shared responsibility for the city’s health.

The creative execution 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 – in tribute to the fried chicken chain.

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 used 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.

London HIV Prevention Programme lead commissioner Marc Thompson 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.”

TMW chief creative officer Graeme Noble added that 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”, while the7stars strategy director Ben Edwards concluded that the agency’s “bold approach to channels and formats will help amplify this message, reaching all Londoners – while also reflecting the nuanced media habits of diverse communities across the city”.