Population Services International (PSI) and Society for Family Health (SFH) Zambia have supported the Zambian government in voluntary medical male circumcision (VMMC) since 2009. Despite significant effort to scale up VMMC routinely throughout the year, uptake has still been insufficient to meet targets and seasonality remains quite pronounced. In response, PSI/SFH explored Social Behavioral Change (SBC) strategies to shorten the gap between intention to actual uptake of VMMC. Market research funded by the Bill & Melinda Gates Foundation was conducted in Zambia in 2014. Results from this market research led to using human centered design (HCD) strategies to create, prototype, and prioritize solutions and messages to address the needs and barriers of targeted segments. This marked a shift away from a one-size-fits-all approach towards designing tailored interventions that recognize heterogeneity of the target audience and can be employed continuously in an effort to increase uptake of VMMC.
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