PrEP Protects – HIV Prevention England launches campaign for summer 2025

woman with campaign message PrEP Protects , PrEP is a pill that stops me getting HIV.

The summer 2025 phase of the It Starts With Me campaign focuses on raising awareness of PrEP as a method for HIV prevention.

The campaign, using the tagline ‘PrEP Protects’, will be delivered through digital platforms and face-to-face outreach. It will run from July to September 2025.

The target audiences for the campaign are:

  • gay, bisexual and other men who have sex with men (GBMSM)
  • heterosexuals of Black African ethnicity
  • people from other communities affected by HIV.

Why do we need this campaign? 

Reducing the likelihood of people getting HIV remains a key public health priority across England. PrEP is a highly effective drug that if taken before being exposed HIV can prevent HIV acquisition.

However, data from UKHSA’s latest report on PrEP in England show that inequalities in accessing PrEP continue to exist by gender identity, sexual orientation, and ethnicity.

Among GBMSM, the data indicate:

  • a 7% increase in HIV diagnoses first made in England between 2022 and 2023.
  • the highest increase in new diagnoses is among GBMSM of Black African ethnicity
  • PrEP need was highest among GBMSM (70%)
  • GBMSM of Black ethnicity were least likely to have their PrEP need identified and least likely to initiate or continue PrEP.

The PrEP Protects campaign will respond to the trends in the data by raising awareness of PrEP among GBMSM, in particular how to access it and provide information on the different dosing options. Particular attention will be given to reaching GBMSM of Black ethnicity and others who are not aware of or have not considered reasons that PrEP’s might be relevant to them.

Among heterosexual men and heterosexual and bisexual women, the data indicate:

  • HIV diagnoses first made in England rose by 36% and 30% among men and women respectively between 2022 and 2023
  • PrEP need was less likely to be identified among heterosexual men and women (61% and 62% respectively), compared with GBMSM (85%)
  • PrEP need was least likely to be identified among heterosexual people of Black ethnicity.

The data trends show there is a need to raise awareness and knowledge of PrEP among heterosexual men and women, in particular, those of Black African ethnicity.

Campaign activities

The campaign features an informative creative, prompting people to learn more about PrEP and find out whether this is an HIV prevention tool for them.

The campaign will:

  • provide information on what PrEP is, where people can get PrEP, and how to take it
  • direct people to an online journey, which will take users to different pages depending on their existing knowledge of PrEP
  • raise awareness of PrEP through outreach at summer events across England

The campaign will be promoted via digital platforms and social media, face-to-face outreach, press coverage, and through influencer engagement.

Get involved

 

How do we respond to trends in HIV testing and diagnosis data? | Webinar

HIV Prevention England ran a special webinar for National HIV Testing Week which explored some recent important trends.

Dr Tamara Ðuretić (UKHSA) explored key statistics about recent HIV testing and diagnosis, and how shifting patterns are likely to impact the work of those working in the HIV and sexual health sector. View Dr Tamara Ðuretić’s slides.

Laura Hilton (Mid and South Essex NHS Foundation Trust) discussed data from HIV clinics around migrant healthcare workers living with HIV. View Laura Hilton’s slides.

 

HIV test kit distribution in barbershops and hair salons for National HIV Testing Week

Barber in front of barber shop

People of Black African ethnicity are one of the groups disproportionately affected by HIV in England, according to surveillance data from the UK Health Security Agency. An estimated 1600 people of Black African ethnicity are estimated to be living with undiagnosed HIV in England, making up 34% of the estimated total of 4700 people. This is disproportionate when considering that people of Black African ethnicity made up less than 3% of the UK population in the most recent census.

To help address this, during National HIV Testing Week, HIV organisations are working together to make HIV testing easier to access – including by making it possible to pick up free tests in barbershops and hair salons. The organisations involved are the African Institute for Social Development (AISD) in Nottingham, Yorkshire Mesmac in Leeds, the African Advocacy Foundation in London, and Terrence Higgins Trust, which are co-ordinating the national campaign.

Why barbershops and hair salons?

It is well documented that barbershops and hair salons are pivotal in Black communities as hubs where people share stories and discuss issues affecting their communities. HIV Preventions England’s partner organisations piloted this initiative during National HIV Testing Week 2024, and it was successful at opening up conversations about HIV amongst individuals who had not recently considered getting tested for HIV.

Following the successes of the COVID-19 vaccination programme, initiatives to educate people about other health conditions via barbershops and hair salons have been expanding. Hypertension testing is also being implemented in barbershops in various parts of the country.

By raising the issue of HIV testing in barbershops and hair salons, we facilitate conversations that might not usually happen as there is vast evidence that people in the community tend not to talk about it because of the stigma of HIV.

Juddy Otti of the Africa Advocacy Foundation said,

“Providing testing in Black community barbershops and hair salons is crucial because these spaces are more than just places for grooming—they are trusted cultural hubs where real conversations happen. By bringing health screening services into these familiar environments, we break down barriers to access, encourage early diagnosis , and empower communities to take ownership of their well-being.”

Amdani Juma of the AISD, added that:

“Community barbershops in Nottingham City and surrounding areas have been part of HIV and sexual health prevention work for more than decade. They are trusted by their regular customers and most people discuss freely about sex, politics and football matches in barbershops. People can be as loud as they wish to and most of the time people exchange views and opinions without fear of being judged. People find barbershops liberating that’s why we have been successful in introducing National HIV Testing Week. “

HIV self-testing kits

HIV self-testing kits provide results that the individual can read without sending them to a lab for analysis. For this initiative, people will be given the option of using either a finger prick test or an oral swab test. The finger prick test will give a result in 15 minutes, and the oral swab test will provide a result in 20 minutes.

During National HIV Testing Week, anyone in England can also order a free HIV test, which they can do at home via freetesting.hiv. The test arrives in plain packaging, and testing for HIV is free, easy, quick and confidential.

This project is supported by  Newfoundland Diagnostics and Invitech Ltd, the licensed distributors of OraQuick HIV tests in the UK.