The London HIV Prevention Programme

Client: The London HIV Prevention Programme

The London HIV Prevention Programme (LHPP) is a pan-London partnership funded by all 32 boroughs and the City of London Corporation, united by a single ambition: zero new HIV transmissions by 2030. HIV prevention would only become relevant when it stopped behaving like a niche issue and started behaving like a shared civic conversation. To shift mindset from a “me or them” issue to a “we” issue, HIV messaging needed to return to one-to-many media; confident, visible, and unapologetically public.