ATOMc means Awareness to Make Change
ATOMc is an incentive and peer based strategy to promote HIV and STI testing among guys who have sex with other guys.
Peer based? Yes, it is about friends and sexual partners using casual conversation to stress the importance of testing.
Incentive based? Because recruiters can receive different prizes according to the number of friends and partners that they help get tested. The more friends who get tested, the better the prizes.