Marie Stopes International (MSI) Zambia promotes voluntary medical male circumcision (VMMC) as part of its wider sexual and reproductive health programme, incorporating demand creation for VMMC into voluntary testing and counselling for HIV and diagnosis and treatment of sexually transmitted disease as appropriate. MSI Zambia supports health facilities to provide free VMMC services at health facilities and through mobile outreach and to generate demand for those services through community mobilisation and interpersonal communication by community health volunteers. This case study is one of the promising practices in VMMC documented by BBC Media Action in 2013.