Health promotion 'on steroids': the value of an experiential approach to promote rapid HIV testing in NSW, Australia.

In 2012, there was a sharp increase in human immunodeficiency virus (HIV) notifications in New South Wales (NSW), Australia, following a 10-year period of relative stability. This increase, among other factors, triggered the development of a new HIV strategy that included renewed efforts to increase testing to improve early diagnosis, enable early treatment and reduce the risk of onward transmission. This article describes the activities conducted by NSW Health and partner organisations during November 2013 in the week before World AIDS Day (phase one (P1)) and HIV testing week in July 2014 (phase 2 (P2)). A model of pop-up HIV testing, new to Australia, was used to take testing to those most at risk of infection, and was promoted through social media and experiential techniques. During P1, an average of seven tests per hour were conducted at the pop-up service, compared with four tests per hour at a fast-track screening service in a nearby sexual health clinic. During HIV testing week, the campaign hashtag was mentioned an average of 56 times per day, following a baseline of six mentions per day one week before. The estimated total social media reach was 549,769 people via 459 posts. The pop-up testing model proved popular, and the use of social media and experiential techniques has extended the reach of the 'test more' messages. Further research is required to determine causality between specific HIV messaging and experiential techniques and testing rates.