Terrence Higgins Trust is attempting to combat an all-time low level of public support for HIV and Aids charities with a new donor recruitment campaign.
"In our 20 year anniversary survey, we discovered that only 10 per cent of people asked would consider giving time or money," said Debbie Holmes, head of fundraising at Terrence Higgins.
The charity is hoping the campaign will increase awareness of its work, promote good sexual health and increase wider public support for the cause.
The charity has appointed marketing agency Target Direct to run the campaign and offer expert advice. Previously all campaigns were produced in-house.