As part of the Zambian government’s HIV prevention strategy, a voluntary medical male circumcision (VMMC) working group has created a nationwide communication and advocacy campaign that seeks to mobilise the public through a “blitz” of information disseminated through multiple platforms over a short space of time, three times a year, with a particular focus on engaging community and peer opinion leaders via a variety of national and local demand creation activities. This case study is one of the promising practices in VMMC documented by BBC Media Action in 2013.