With UNICEF’s support, the Zambia U-Report Project was designed under the leadership of the National HIV/AIDS/STI/TB Council (NAC) to promote adolescent and youth participation in the national response to HIV. The pilot project provided real-time interactive counselling and education on HIV and sexually transmitted infections (STIs) via short message service (SMS) that is free-of-charge and confidential. The SMS platform allows for continuous and tailored demand creation for HIV high-impact services, including voluntary medical male circumcision. It also captures feedback from adolescents about the availability, barriers to utilisation, and quality of services. This case study is one of the promising practices in VMMC documented by BBC Media Action in 2013.