The BRIDGE II Project is an HIV prevention program aimed at promoting behaviour change and increasing HIV preventive behaviour among adults in Malawi. BRIDGE II is also the national communication partner for voluntary medical male circumcision (VMMC) in Malawi, working in partnership with the Malawi Ministry of Health to develop and pretest materials for VMMC demand creation. This case study is one of the promising practices in VMMC documented by BBC Media Action in 2013.