It’s about 11 a.m., and a small crowd has already gathered at the 11:11 Roundabout in Calabar, a city in Nigeria’s Cross River State. This spot marks the starting point of the annual Calabar Festival and Carnival, a month-long celebration known as “Africa’s biggest party.” Rachel Idim, holding a pack of condoms in one hand and a pamphlet in the other, occasionally sways her head to the rhythm of the music blaring from the large speakers on one of the many trucks lined up for the event. Fully embracing the carnival spirit, Idim has half of her face painted, a blue cape draped around her neck, and a matching hat.

“Come, give me that one,” someone calls to Idim, pointing at the condoms. She signals to a colleague to join her as she approaches the barricade.

“You sabi your HIV status?” she asks in Nigerian Pidgin English, addressing a small group that quickly gathers around her. She explains how HIV is transmitted, how it can be prevented, and the free HIV testing services available at a nearby booth. After sharing the information, she distributes the condoms and pamphlets.

A volunteer from the Wise Up Calabar campaign speaks with spectators at the Carnival.
A volunteer from the Wise Up Calabar campaign speaks with spectators at the Carnival. Credit: Wise Up Calabar

Idim is a volunteer with the Wise Up Campaign, an initiative by the local office of the United Nations Population Fund (UNFPA) to increase HIV testing rates in the state and ultimately reduce transmission of the disease. Although the campaign’s services are open to everyone, its primary focus is on young people: It employs innovative strategies to connect with this demographic, recognizing youth as a high-risk group with significant potential to drive positive change.

“The goal for all of us is to reach as many people as possible, speak to them about the virus and ensure they are comfortable enough to walk to the booth,” says Idim. “We talk to them in a way that feels natural and comfortable.”

Every December, Calabar, a former colonial capital, transforms into a vibrant stage for parades, music, and cultural displays. For UNFPA, the carnival offers a unique opportunity to connect with young people in a relaxed, festive setting.

“It’s the perfect platform to reach young people,” says Obaseokanke Ofem Willie, coordinator of the Wise Up Campaign. He notes that the carnival season often sees a rise in transactional sex, making it crucial to address the issue directly. “We appeal to their conscience and encourage them to stay safe. They’re already here to have fun, so we meet them where they are,” he explains.

A volunteer from the campaign engages with attendees at the Carnival.
Young volunteers, trained in strategies to engage their peers, have been vital to the Wise Up Campaign’s success. Credit: Wise Up Calabar

Launched in 2016, the Wise Up Campaign was a response to Cross River’s high HIV prevalence: At the time, the state ranked among the highest in Nigeria. Positioned between Akwa Ibom and Benue — two states also grappling with high rates — Cross River was particularly vulnerable.

The campaign’s strategy is hard to miss. A non-competing carnival band of volunteers in striking costumes dances along the 12-kilometer route, waving banners with health messages, handing out condoms and directing spectators to the Wise Up booth.

“The Wise Up Calabar Campaign has been a necessary and effective intervention,” says Rose Inyambe, program manager at the Cross River State Agency for the Control of AIDS. “ Young people rarely go for HIV testing,” she explains. Although 70 percent of Nigeria’s population is under 30, less than a quarter of adolescents and young adults in the country know their HIV status.

Stigma and a lack of proper engagement have been significant barriers. “We needed to normalize testing and create a supportive environment,” Inyambe adds. This objective was central to the campaign’s launch, which has played a part in the state’s broader efforts to reduce HIV prevalence. Between 2014 and 2022, Cross River State’s prevalence rate dropped from 6.6 percent to 1.7 percent.

Vital to the campaign’s success has been the mobilization and training of young volunteers, who are equipped with knowledge about HIV/AIDS, effective communication skills, and strategies to engage their peers, and some other volunteers, just to dance. By partnering with other agencies, the campaign also ensures referrals are available when needed.

Volunteers and members of the Wise Up Band during the Carnival. They wear Wise Up t-shirts and purple hats.
Volunteers and members of the Wise Up Band during the Carnival. Credit: Wise Up Calabar

One of its most innovative strategies is the booth at the Christmas village, a hub for drinking, dancing and relaxation. “The place is always packed, and we knew it was the perfect location,” says Willie, the campaign’s coordinator. The booth integrates testing into the festivities, making it feel like a natural, stigma-free experience. Alongside testing, the booth offers live music, chess games and other activities to create an inviting and relaxed atmosphere.

The Wise Up Campaign leverages the social networks of young people to spread its message. Volunteers actively share photos and videos from the booth on social media to engage their networks. This strategy worked for Wofai Grace, who first learned about the campaign through a friend’s WhatsApp status.

“I asked her about it and decided to check it out,” says Grace, who appreciated the friendly atmosphere. “It felt like I was among friends.”

A volunteer assists a visitor at the testing booth.
A volunteer assists a visitor at the testing booth. Credit: Wise Up Calabar

Twenty-three-year-old Emmanuel Ekanem had always been afraid to check his HIV status, intimidated by the formal atmosphere of hospitals. However, his visit to the carnival village changed that. Drawn to the lively booth,“I came for the music and games,” he admits, “but after talking to a volunteer, I decided to get tested. It was quick, and the counselors were very supportive.” Now, Emmanuel plans to make regular testing a habit.

Since its inception, the campaign has reached over 500,000 young people with HIV counseling and testing, as well as condom distribution, according to Willie.

Despite the campaign’s efforts, challenges persist as the state is at a constant risk of cross-border transmission.

However, as Dr. Friday Obia, clinical mentor with the National AIDS and STI Control Program, says, “Each test brings us closer to the UNAIDS 95-95-95 target.” This global goal aims for 95 percent of people with HIV to know their status, 95 percent of those to receive treatment, and 95 percent of those receiving treatment to achieve an undetectable viral load by 2030.

Dr. Obia emphasizes that young people are a key demographic in this fight: “They’re at a stage where they experiment and take risks, which increases their vulnerability. Increasing testing rates among them can significantly lower overall prevalence rates.” 

Wait, you're not a member yet?

Join the Reasons to be Cheerful community by supporting our nonprofit publication and giving what you can.

Cancel anytime

The next evening, Idim and another volunteer sit outside the tent at the Christmas village, while a local artist performs on a distant stage. A woman in her early twenties approaches them. “I have come o,” she says in Nigerian Pidgin English. Idim hugs her warmly, asks about her day, and then calls someone from inside the tent to assist her. 

“I don’t remember who she is,” Idim admits with a smile, “but it doesn’t matter — everyone is a friend here.”