London HIV Prevention campaign encourages testing

Londoners are being encouraged to test for HIV, through a series of light-hearted print ads by the London HIV Prevention Programme (LHPP).

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The ads have been created by George & Dragon, the agency formerly known as Enter. An estimated one in five Londoners with HIV is currently undiagnosed.

The 'Do it London' campaign comprises bright posters using playful fonts to explain how easy it is to get tested. One ad points out that people can do it in their lunch break.

Paul Steinberg, the lead commissioner and campaigns director at LHPP, said future campaigns will highlight safer sex to prevent HIV and other sexually transmitted infections.

The LHPP is a £3.4m three-year programme, funded by London's 33 local authorities, and includes the voluntary sector and the NHS.

It has a media spend of £1.3m. Enter was appointed in January to handle the creative brief, with PR and events managed by Red Door, a Creston agency.

Nick Hurrell, the managing partner at George & Dragon, said: "To help overcome the common misconceptions and stigmas associated with HIV, the campaign seeks to normalise HIV testing as a common and acceptable behaviour for Londoners."

The campaign launches on 15 June and will target the gay male and black African London communities through OOH, print and digital channels over two years.

Copywriting and art direction was handled by George Coyle, Sam Simmonds, Mark Meehan and Steve Drew. Manning Gottlieb OMD handled the media planning, and Carat was in charge of media buying.

Steinberg said: "This campaign demonstrates the value of using shared resources to improve public health across London.

"The message is clear. Regular HIV testing should be a part of looking after your health, especially for those most at risk. Earlier diagnosis will help reduce new infections in London and enable people to access treatment."

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