The Population Service International (PSI) SMART Campaign in Zimbabwe combines mass media activities using TV, radio, social media, and outdoor and print advertising with social mobilisation through interpersonal communication, conveying unified, consistent messaging across all communication channels. Mass media and social mobilisation activities are designed to promote the voluntary medical male circumcision (VMMC) services that PSI provides through government-run health facilities and at three PSI-run VMMC clinics. This case study is one of the promising practices in VMMC documented by BBC Media Action in 2013.