HIV is not a threatening condition to our target anymore. They prefer to ignore the consequences of risky behavior and not face a negative test result. They don't know that early detection can significantly improve their quality of life. To them we say: Don't let HIV surprise you.How do we make HIV testing relevant? How do we make getting tested cool and acceptable? By reopening the conversation among peers, and helping young people battle fear, shame and denial.To achieve that, we let our message spread organically. Our target discovered the message and spread it on social networks.

We made young people talk about a topic that had been forgotten. Not only that, we got more than 81,000 people to share their commitment to get an HIV test.HIV tests in 2011 increased 32% vs 2010.With a budget of $45,000, we reached a potential of 11 million people.