The billboards show couples entwined and locked in a flirty embrace. 

It’s being championed by Strictly and Bake Off star, John Whaite, and Brighton-based I Kissed a Boy star Ollie King, who have encouraged their social media followers to “pass on the facts” and donate to extend the campaign in Brighton with an aim to take it national. 

According to new polling by YouGov, 72% of adults in the UK are unaware that people living with HIV on effective medication cannot pass it on. Ads are appearing on billboards and buses across Brighton today, as well as on social media, to increase public understanding of the latest science. 

Modern HIV medication reduces the level of virus in a person’s body to such a low level that they can live a long, healthy life and cannot passed it on during sex. Terrence Higgins Trust says lack of awareness of this fuels the stigma that people living with HIV experience, including when forming relationships and on dating apps. 

The charity provides crucial HIV testing and support for people living with HIV out of its Ship Street office in Brighton and across the UK. If successful they want to take this important campaign national and are partnering with GoFundMe so that the public can donate to keep adverts running on billboards and buses. 

Celebrity baker John Whaite and star of I Kissed a Boy Ollie King, are providing high-profile support to the campaign and are calling for donations to their GoFundMe pages to increase the number of people who see the campaign. 

It’s down to all of us to have ongoing conversations about the realities of HIV. When we learn the facts about stigma, misconception and treatment, we can stop perpetuating myths, and start letting people live free of judgement and shame 

Ollie King, star of BBC Three’s I Kissed a Boy 2023 said 'I’m so excited to be promoting this campaign. Brighton is my home city, but also the home of an amazing community of people living with HIV. That's why I'm so glad our city is leading the way. It’s so important for people in Brighton to pass on the facts about HIV today: people with HIV taking their meds cannot pass it on.'

John Whaite, celebrity baker and television personality, said: 'I'm proud to be supporting Terrence Higgins Trust and the 'Can't Pass it On' campaign. It’s down to all of us to have ongoing conversations about the realities of HIV. When we learn the facts about stigma, misconception and treatment, we can stop perpetuating myths, and start letting people live free of judgement and shame.'

Richard Angell OBE, Chief Executive of Terrence Higgins Trust, said: 'Most people are still really surprised that people living with HIV on treatment cannot pass it on during sex but it's true. There is still so much stigma around HIV, but we’re on a mission to change that. If you want to help end that stigma, pass on the facts about HIV and donate today to help us take our campaign national.'

'Sex can and should be fun. It’s best when you can focus on the pleasure of your partner, not fear of a virus or historical stigma. This campaign makes clear what is now a fact about HIV: you can’t pass it on when getting hot and sweaty and doing the fun stuff.' 

Sue Hunter, a Brighton resident living with HIV, said: 'This campaign could not come fast enough. We need this message to reach everyone. If you’re not living with HIV, knowing it cannot be passed on during sex by someone on medication could change who you go on a date with, who you get into a relationship with, and even who your life partner ends up being. We could all be missing out on some fabulous relationships and knowing this simple fact could change your whole life for the better.'

Asa Bennett, Assistant Communications Director of GoFundMe said: 'We’re proud to support Terrence Higgins Trust in their mission to get the good news out there about HIV. It’s a powerful example of how people can come together on GoFundMe to spread compassion, scale up a successful campaign and drive lasting change.'

Initial funding for the campaign was provided by Gilead Sciences, which supported its development and a portion of the initial advertising.