Ask Londoners about escalator etiquette and you’ll get an earful. But ask them about HIV prevention and their knowledge is a little patchier. That’s the gap we had to close when developing a new brand and launch campaign for Do It London – taking a big public health mission and making it feel part of everyday chatter.

The city’s goal is ambitious: end all new HIV transmissions by 2030. To achieve that, we need everyone on board. We wanted to remove the burdening, finger-pointy feeling of comms aimed at individuals, so we centred the brand platform around a wider invitation – highlighting everyone’s ability to play their part and prevent new HIV transmissions.

This meant that the creative had to really get what being a Londoner is all about. And Londoners know plenty about football rivalry, late-night chicken shops and stolen Lime bikes.

Spanning OOH, audio, print, social, PR and events, we ensured that the campaign doesn’t just speak to the city, it speaks like the city. Sharp, familiar and unmistakably local.

Plugging into cultural moments, from Carnival pop-ups to derby-day headlines like “Tottenham. West Ham. Same Goal”, we’ve begun weaving HIV prevention into everyday life. An important step in getting the capital to prevent future HIV transmissions together.