The VMMC Demand Creation Toolkit grew from the understanding that conventional messaging was insufficient to reach VMMC targets. Demand creation has been of inconsistent quality and focused primarily on HIV prevention. The toolkit expands messaging opportunities through broader, strategic channels, and content based on audience segmentation, analysis, and engagement. The toolkit consolidates diverse demand creation attempts and offers fresh message frames for local refinement, testing, and implementation. These frames are based on explicit audience analysis, employing empathy, and determination of audience values and perceived needs, identification of barriers to VMMC compliance, alignment with cultural and traditional beliefs and practices, and respect for all stakeholders autonomy, believes, and safety.

...along with perceived hygienic advantages, women’s attitudes and preferences...

Advancing VMMC uptake by focusing exclusively on its contribution to HIV prevention has been shown to be inadequate in attracting sufficient numbers of VMMC candidates...