London HIV prevention group hands brief to Unlimited

The London HIV Prevention Programme (LHPP), a Government backed health awareness scheme, has appointed the Unlimited group – led by TMW – to its integrated marketing account.

As London’s flagship HIV public programme, LHPP’s mission is to achieve zero deaths, zero stigma, and zero new infections by 2030. Effective immediately, TMW will be responsible for a brand refresh and integrated marketing to help LHPP achieve this ambition.

Scope will include evolving Do It London (LHPP’s ongoing campaign to raise awareness of ‘combination prevention’), focusing on four key objectives: encouraging HIV testing, promoting condom use, advocating for PrEP (preventative medication), and communicating U=U (the principle that individuals with an undetectable viral load cannot transmit HIV).

As well as increasing awareness of preventative measures and more targeted interventions specifically aimed at higher risk groups, Unlimited will develop the brand, and lead always-on campaigns to destigmatise HIV among the entirety of London’s population.

This approach will allow Do It London to take advantage of key calendar dates across the year, such as PrEP Awareness Week and World AIDS Day, and create the opportunity for a consistent stream of engaging content to raise Do It London’s profile.

TMW will be responsible for all scope, including creative. Unlimited’s Human Understanding Lab will be used to analyse barriers to the uptake of prevention methods, as well as identify behavioural triggers that unlock motivation to act on Do It London’s recommendations.

This is the latest in a string of wins for the Unlimited and Pablo consortium. Recent appointments by The Department for Business & Trade, the Breakthrough Agenda, and National Highways added to a growing portfolio of public sector clients including the Cabinet Office, HMRC, and the Department for Science, Innovation & Technology.

LHPP lead commissioner Marc Thompson said, “As we strive towards our ambitious goal of zero new infections, zero stigma, and zero preventable deaths by 2030, it’s crucial that our communications reflect the evolving needs of London’s diverse communities.

“Unlimited’s expertise in behavioural insights and integrated marketing will enable us to broaden awareness of combination prevention, challenge the stigma that still surrounds HIV and reach marginalised and most impacted groups, and connect with people the programme has yet to reach more effectively.

“Together, we will build on the success of Do It London, ensuring our message resonates across the capital and empowers every Londoner to play a role in this vital public health effort.”