Battelle Health and Analytics, in partnership with the Zimbabwe Community Health Intervention Research Project (Zichire), has conducted quantitative and qualitative research in Zimbabwe to identify the optimal messages to overcome barriers and motivate men to seek circumcision. This research is action-oriented in that it seeks to formulate messages that clinical or social mobilisers can use in their interpersonal communication with potential clients as well as for use in electronic or print media. This case study is one of the promising practices in VMMC documented by BBC Media Action in 2013.