Following WHO recommendations, Zimbabwe embraced voluntary medical male circumcision (VMMC) as a constituent of HIV prevention strategies in 2009. Being a non-circumcising country with an MC prevalence of 10% without wide regional differences, VMMC represented a foreign concept for Zimbabweans. In support of the MOHCC, PSI implemented the national communications strategy to increase demand for VMMC through both mass media and interpersonal communication channels. We conducted three bi-annual national surveys to monitor coverage, knowledge and behavioural factors towards VMMC uptake. Knowledge about VMMC and uptake and perceived availability of services increased over time reflecting the impact of demand creation and scaling up of services in Zimbabwe. The initial increase in intention to go for VMMC implies that demand creation was effective to motivate early adopters.
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