Ask Londoners about escalator etiquette and you’ll get an earful. 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, but decades of misinformation, stigma and inadvertent othering have led most Londoners to ignore HIV comms, thinking it’s not for them.

To make HIV prevention relevant to all, we needed to weave knowledge into everyday life and conversation. That meant the campaign had to really get what it means to be a Londoner. And Londoners know plenty about football rivalries, late-night chicken shops and stolen Lime bikes.

A blend of bold, broadcast interventions and culturally resonant activations – like Tips & Tests, a pop-up nail bar in the run-up to Carnival – made HIV prevention feel normal, shared and unmistakably London.