'Grim Reaper' returns as Qld tries to halve transmission rates

The ad features catchprases such as "We shouldn't be making this ad" and "We shouldn't be having this conversation", alongside a fleeting appearance of the Grim Reaper.

HIV diagnosis in Queensland has doubled from 2.8 per cent per 100,000 people in 2001 to 5.4 per cent in 2010.

Health Minister Lawrence Springborg says he wants to halve transmission rates by 2015.

"What's happening is that we are actually coming into a brand new peak, where people have actually thought it has gone away but indeed hasn't gone away, it is continuing to worsen," he told reporters in Brisbane.

"This should have ended 30 years go."