‘It Starts With Me’ saw the biggest drop in new HIV cases ever, with some UK clinics seeing falls of up to 50% amongst men who have sex with men.

To build on this positive news, Terrence Higgins Trust wanted to re-fresh the approach with a bolder call to action that would get more people than ever to take the test during national testing week.  

Not only did we need to raise awareness for the necessity of testing, we also had to dispel the stigma surrounding it. With self-tests making it easier now than ever before (all it takes is a finger prick), our campaign had to empower people to take the test in as clear and inspiring a way as possible.



Harnessing the power of a crystal - clear CTA

 We wanted people to literally give HIV the finger by taking the self-test this national testing week. So that’s exactly what we asked them to do.

‘Give HIV the finger’ heroes real people and their resoluteness in the battle against HIV. It is a rallying call for others to join them in helping to beat HIV, simply by taking the self-test.

Reflecting the positive message, the images pop with vibrant backgrounds and the contrast dialled up, standing out against the grey poster sites in London as a positive flash that draws maximum attention.



A simple, ownable visual device 

Everyone in the campaign is pictured defiantly holding up their finger to camera. Not only was this a device that neatly linked to self-testing, it’s an action anyone could easily do to show their support – from influencers and royals to staff and patients in clinics up and down the country



The Terrence Higgins Trust Pop Up Shop

During national testing week, the campaign was brought to life in the heart of Hackney, an area with a high population of the two groups most affected by HIV – black Africans and men who have sex with men. Given its own royal opening by Prince Harry, Britain’s first ever HIV testing pop-up became a bustling hub throughout testing week