As part of this initiative, mobile phone users can send a text message with their ZIP code (postal code) to "KNOWIT" (566948). Within seconds, they will receive a text message containing information on HIV testing sites near them. This mobile phone service connects users with CDC's testing database. The Director of the National Center for HIV/AIDS, Viral Hepatitis, STD, and TB Prevention at CDC explains that "The growing use of text messaging provides an important opportunity to link people with simple and portable health information."

An accompanying website, called "National HIV and STD Testing Resources" enables visitors to find nearby testing site(s) through KNOWIT, to access information about HIV and STD testing, and to learn how to take action (e.g., to observe the annual STD Awareness Month (April), which is designed to raise public awareness about the impact of STDs and the importance of individuals discussing sexual health with their health care providers and their partners). In addition, various resources and links are offered here.

HIV/AIDS, Reproductive Health.

Organisers explain that, in the United States, an estimated 1 million people are living with HIV; of these, approximately 25% are unaware of their HIV infection and are, thus, at increased risk for infecting others. To cite another figure, the Centers for Disease Control and Prevention (CDC) estimates that 180,000 to 280,000 people nationwide are HIV-positive but do not know this. The earlier people know they have HIV, the sooner they can benefit from life-extending treatment, and reduce the risk of infecting their partners. Despite the thousands of HIV testing locations around the United States, many of which offer free and anonymous HIV testing, many people do not know where they can find an HIV test site.

As of December 2006, over 18.5 billion text messages were being sent every month in the United States - and that number has grown by 250% each year for the last two years. Tina Hoff, Vice President and Director of Entertainment Media Partnerships at KFF explains that, "[g]iven the tremendous growth of text messaging among mobile phone users in the United States, our new KNOWIT service will more easily connect Americans with local HIV testing center information using a media platform that's both convenient and confidential."