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NEW YORK, April 30 (Reuters Life!) - A new, viral web site conceived by U.S. college students challenges stereotypes about who might be infected with HIV using a model pioneered by a campaign to raise awareness about Darfur.

The site, www.PosorNot.com, was unveiled on Wednesday by mtvU, the Kaiser Family Foundation and POZ Magazine and presents viewers with photos of people of different ages, colors and genders, challenging them to guess whether the person has tested positive for the virus that causes AIDS.

mtvU is MTV's Emmy Award winning college network.

A number of celebrities are supporting the educational campaign including Wyclef Jean, Fall Out Boy, Will.i.am, Alyssa Milano, Say Anything, Angels & Airwaves, Atmosphere, The Spill Canvas, 30 Seconds to Mars, Aesop Rock, Motion City Soundtrack, All Time Low and Rise Against.

The site is considered viral because users can share it with everyone in their e-mail address books with a few clicks.

It was inspired by a nationwide competition asking college students to propose a viral, web-based game on the topic.

"Pos or Not" follows "Darfur is Dying" (www.DarfurisDying.com), another MTV student-developed videogame that has been played more than three million times by 1.5 million people, the groups behind "Pos or Not" said in a news release. (Editing by Patricia Reaney; nyc.buro@reuters.com; +1 646 223 6280))

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