A new report by the Centers for Disease Control warns that one in four new HIV infections now occurs among young people, especially those aged 13 to 24.
It's a startling trend, and reversing it was on the minds of everyone at this year's World AIDS Day Conference in Austin.
The Austin/Travis County Department of Health and Human Services puts on the annual conference.
Organizers say they need a new prevention plan, one that would even reach a 13-year-old.
"One of the challenges we have is getting the message out about sex, IV drug use and others in the school system, so the question is, 'How do we collaborate in the system that we currently have to get that message across to all of the young people about the seriousness of this disease and the impact it can have on their lives?'" Shannon Jones with the Department of Health and Human Services said.
Organizers say they're looking to reach young people through social media and grassroots education.