Our thinking

Making HIV testing cool

28 March, 2025

STIs aren’t typically a topic of conversation at parties. So how did they become one at Africa’s biggest party? By making testing cool.

In 2016, the United Nations Population Fund launched the Wise Up Campaign in response to the high prevalence of HIV in Nigeria’s Cross River State. The challenge was clear: how to engage young people despite the stigma around testing?

The solution? Meet youth where they are. And in Cross River State, the place to be is the Calabar Festival and Carnival, a month-long celebration known as ‘Africa’s biggest party.’ This vibrant event offers a unique opportunity to connect with young people in a relaxed, festive setting.

Picture this: trained volunteers dancing along the 12-kilometer parade route, waving colourful banners with health messages, handing out condoms, and directing spectators to the lively Wise Up booth. The booth isn’t just about testing; it’s a hub of activity with live music, games, and dancing, making the experience feel natural and stigma-free. Volunteers also harness the power of social media, sharing photos and videos from the booth to engage their networks.

It’s inspiring to see how health campaigns are innovating to create real change. This is something we focus on for SKY Girls, our behaviour change campaign for the Gates Foundation. SKY Girls uses a similar strategy, reaching adolescent girls where they are, with content they love. Our core principle is to start with the person, not the issue.

The impact is undeniable. Between 2014 and 2022, Cross River State’s HIV prevalence rate dropped from 6.6% to 1.7%. For SKY Girls, there was a 33% improvement in attitudes towards HIV-positive people in . Wise Up and SKY Girls demonstrate that health messaging resonates with young people when it’s cool, fun, and relatable.

 

By Alice Railton