London boroughs are launching a new phase of their pioneering Do it London campaign to raise awareness of the importance of getting tested for HIV.
The new summer phase of this unique regional campaign focuses on informing people how quick and easy it is to get tested for HIV - as people can request self-sampling kits to use at home and receive the results by post.
During London Pride weekend (Saturday 25 June and Sunday 26 June), prominent adverts will appear at Oxford Circus and Baker Street tube stations. Campaign advertising will also be displayed across the London transport network, on screens in GP surgeries and phone kiosks across the capital. Female changing rooms will also be used to deliver positive messages about getting tested for HIV.
Do it London also uses social media on mobiles, apps and websites, digital adverts and radio adverts, as these have been shown to be the most effective ways to reach people and encourage them to take action.
Recent evaluation of the Do It London campaign showed that 67 per cent of Londoners surveyed agreed that it had influenced their behaviour positively towards HIV testing.
Do It London is part of the £3.4 million London HIV Prevention Programme (LHPP), which is funded by the 32 London boroughs and the City of London. The programme is managed by Lambeth Council and is a direct response to the fact that London continues to have the highest prevalence of HIV in England.
Cllr Teresa O’Neill OBE, London Councils’ Executive member for health, said:
“It’s been one year since Do It London first hit the streets of London and all boroughs remain determined to work together to reduce HIV infection rates in the capital and raise awareness of the importance of getting tested.
“Transmission rates remain relatively high and there are also a significant number of people living with undiagnosed HIV in the capital. We are keen to continue our efforts to promote the importance of regular HIV testing, particularly for people in at-risk groups.”
Paul Steinberg, LHPP Programme Commissioner, said:
“This new campaign builds on the tried and tested approach pioneered last summer, with a fresh new visual twist. The campaign is deliberately targeted at Londoners during social times and also, more privately, using digital media. It uses up-to-date consumer insight to make sure we reach those most at risk of HIV.”
Latest figures suggest 35,363 Londoners are living with diagnosed HIV and 2,516 of the 6,151 new HIV diagnoses in 2014 were in London. Crucially, an average of 37 per cent of diagnoses are late, which has a direct effect on the health of the individual and onward transmission.
Notes to Editors
1. Do It London is the public face of the London HIV Prevention Programme (LHPP). The £3.4 million programme is funded by the 32 London boroughs and the City of London, having been agreed by London Councils in 2013 and launched in 2015. The LHPP is managed by Lambeth Council and is a direct response to the fact that London continues to have the highest prevalence of HIV in England.
2. Since launching in June 2015, Do it London has achieved:
- 30 million display ad impressions on sites such as Grindr (targeted at London mobiles, apps and websites).
- The distribution of 1.2 million condoms and also at least 1 million lubricants every year as part of our outreach work.
- 18,450 ads across the London transport network (buses, tube cars, railway stations and escalators).
- 1,323 video ads on GP surgery screens across London.
- Ads on 1000 washroom panels in bars, leisure centres and shopping centres across London.
- Over 200 radio ads across targeted stations.
- We estimate that at least 500,000 Londoners are testing for HIV every year.
3. Independent market research to evaluate the Do It London campaign has demonstrated how much of an impact it has had:
- 60 per cent of those surveyed who recognised the campaign said they were more likely to practice safe sex as a result.
- There was a clear higher recognition amongst sexually active audiences (4+ sexual partners in last 6 months).
- Awareness and recognition towards the campaign are very positive among MSM and black African men indicating that campaign targeting and message relevance is working efficiently for these groups.
4. Information from Public Health England:
- It is estimated that one in eleven MSM in London are living with HIV, compared to one in 20 outside the capital.
- In England as a whole, new HIV diagnoses among MSM have continued to rise, with 3,360 men newly diagnosed in 2014, the highest number ever recorded in one year.
- In 2014, estimates show that 2,400 people from Black African communities have undiagnosed HIV.
- It is estimated that 17 per cent of those with HIV across the UK have not been diagnosed.
- The reports used as sources for the facts above can be found here.