Do It London ⎯ Together for Zero
Ending HIV in London starts with our community
Government & Public Sector
Healthcare & Pharma
Brief
The London HIV Prevention Programme aims for zero new HIV infections, deaths, and stigma by 2030. Campaigns targeted London’s African Heritage community through radio, print, and online, promoting HIV testing and prevention. A print campaign partnered with a major Afro-Caribbean publication to maximise visibility across its platforms.
Strategy
The campaign strategically included key London community stations among the target audience, prioritising those with the highest reach. It ran concentrated bursts to ensure multiple exposures and maximum impact. A mix of spots and DJ live reads balanced frequency while leveraging popular radio presenters to convey the message, educate audiences on prevention, and reduce stigma around this sensitive topic. Placements were timed during Drive Times and high-listenership programmes such as news, current affairs, and top music charts. Additionally, the message appeared through full-page ads in prominent print titles targeting the audience of focus, selected for their high circulation across London.
The radio and print campaigns were not only executed as planned, but a significant amount of exposure has also been achieved as value-add, with additional spots, live reads and insertions granted to support the cause and help build long-term awareness.
Building on the successful previous campaigns aimed at people of Black Heritage, the targeting for the latest radio campaigns specifically targeting London’s Lambeth borough, has been extended to also reaching people of Latino background.
Results
The campaign successfully exceeded its planned activity, reaching over 2.1 million people and boosting overall exposure through added-value spots, live reads, and print insertions. High-frequency bursts ensured strong awareness and message recall, while presenter-led messaging effectively educated audiences and helped reduce stigma. The campaign achieved significant reach across African Heritage communities, with additional targeting extending to Latino audiences in Lambeth.
2.1m+
Impacts delivered, exceeded planned activity
450k
Additional impressions from added-value spots, live reads, and print insertions.
62%
Audience recall high-frequency bursts drove strong awareness
78%
Coverage across African Heritage and Latino audiences in Lambeth.
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
Do It London ⎯ Together for Zero
Ending HIV in London starts with our community
Government & Public Sector
Healthcare & Pharma
Brief
The London HIV Prevention Programme aims for zero new HIV infections, deaths, and stigma by 2030. Campaigns targeted London’s African Heritage community through radio, print, and online, promoting HIV testing and prevention. A print campaign partnered with a major Afro-Caribbean publication to maximise visibility across its platforms.
Strategy
The campaign strategically included key London community stations among the target audience, prioritising those with the highest reach. It ran concentrated bursts to ensure multiple exposures and maximum impact. A mix of spots and DJ live reads balanced frequency while leveraging popular radio presenters to convey the message, educate audiences on prevention, and reduce stigma around this sensitive topic. Placements were timed during Drive Times and high-listenership programmes such as news, current affairs, and top music charts. Additionally, the message appeared through full-page ads in prominent print titles targeting the audience of focus, selected for their high circulation across London.
The radio and print campaigns were not only executed as planned, but a significant amount of exposure has also been achieved as value-add, with additional spots, live reads and insertions granted to support the cause and help build long-term awareness.
Building on the successful previous campaigns aimed at people of Black Heritage, the targeting for the latest radio campaigns specifically targeting London’s Lambeth borough, has been extended to also reaching people of Latino background.
Results
The campaign successfully exceeded its planned activity, reaching over 2.1 million people and boosting overall exposure through added-value spots, live reads, and print insertions. High-frequency bursts ensured strong awareness and message recall, while presenter-led messaging effectively educated audiences and helped reduce stigma. The campaign achieved significant reach across African Heritage communities, with additional targeting extending to Latino audiences in Lambeth.
2.1m+
Impacts delivered, exceeded planned activity
450k
Additional impressions from added-value spots, live reads, and print insertions.
62%
Audience recall high-frequency bursts drove strong awareness
78%
Coverage across African Heritage and Latino audiences in Lambeth.
More Works
(MRA — 02)
©2024
Do It London ⎯ Together for Zero
Ending HIV in London starts with our community
Government & Public Sector
Healthcare & Pharma
Brief
The London HIV Prevention Programme aims for zero new HIV infections, deaths, and stigma by 2030. Campaigns targeted London’s African Heritage community through radio, print, and online, promoting HIV testing and prevention. A print campaign partnered with a major Afro-Caribbean publication to maximise visibility across its platforms.
Strategy
The campaign strategically included key London community stations among the target audience, prioritising those with the highest reach. It ran concentrated bursts to ensure multiple exposures and maximum impact. A mix of spots and DJ live reads balanced frequency while leveraging popular radio presenters to convey the message, educate audiences on prevention, and reduce stigma around this sensitive topic. Placements were timed during Drive Times and high-listenership programmes such as news, current affairs, and top music charts. Additionally, the message appeared through full-page ads in prominent print titles targeting the audience of focus, selected for their high circulation across London.
The radio and print campaigns were not only executed as planned, but a significant amount of exposure has also been achieved as value-add, with additional spots, live reads and insertions granted to support the cause and help build long-term awareness.
Building on the successful previous campaigns aimed at people of Black Heritage, the targeting for the latest radio campaigns specifically targeting London’s Lambeth borough, has been extended to also reaching people of Latino background.
Results
The campaign successfully exceeded its planned activity, reaching over 2.1 million people and boosting overall exposure through added-value spots, live reads, and print insertions. High-frequency bursts ensured strong awareness and message recall, while presenter-led messaging effectively educated audiences and helped reduce stigma. The campaign achieved significant reach across African Heritage communities, with additional targeting extending to Latino audiences in Lambeth.
2.1m+
Impacts delivered, exceeded planned activity
450k
Additional impressions from added-value spots, live reads, and print insertions.
62%
Audience recall high-frequency bursts drove strong awareness
78%
Coverage across African Heritage and Latino audiences in Lambeth.
More Works
©2024