And guess what? It failed. We couldn’t get these men in, and we tried everything. And it took us a year.. kept trying things, kept failing. And then we eventually came up with the messaging that you will be a better lover if you are circumcised.
This was the message that really worked. I think we invested $400,000 in this clinic and the interventions–it’s now a $300 to $400 million leading solution across Sub-Saharan Africa.