HIV by the numbers

It's one thing to hold the ideal of reducing HIV infections in South Africa; it is another to translate that ambition into action. Our behavioural science approach was grounded in a powerful insight: the risk of contracting HIV can be reduced by up to 60% if a man has been circumcised. This evidence provided the foundation for a campaign that was not only medically sound but also behaviourally strategic framed to shift attitudes, remove barriers, and make proactive health action both simple and salient.

Campaign goal and strategy
The challenge was to significantly increase uptake of voluntary medical male circumcisions (VMMC) among men aged 18–35 in high-prevalence districts across the Free State, KwaZulu-Natal, and the Western Cape. To do this, we designed a detailed customer journey and go-to-market strategy that combined behavioural nudges, social proof, and digital innovation. The campaign progressed through three behavioural stages: first, getting people to think about the issue by raising awareness of the SACTWU Worker Health Programme; second, communicating the benefits of VMMC to build motivation; and finally, nudging them to make an appointment through a streamlined booking process.

Integrated engagement
Influencers such as Zulu Boy, Mastermind, and Sparks Bantwana amplified our campaign message MAKE THE CUT, driving relevance and credibility. Multilingual collateral – including radio spots in English, isiZulu, and Sesotho – ensured cultural resonance, while digital platforms became spaces alive with praise, questions, and concerns. Each of these touchpoints was carefully managed to reinforce trust, transparency, and empathy-core behavioural principles that reduce resistance and increase follow-through. A first-of-its-kind USSD booking system acted as the critical behavioural nudge, empowering users of public health services to book a circumcision appointment quickly and privately, while also providing frontline mobilisers with a powerful engagement tool.

Campaign results
The impact was immediate and measurable. In just eight weeks, the campaign generated over 48,000 USSD sessions and 11,533 circumcisions – a 30% increase compared to the previous year. This was not just a communications success but a behavioural breakthrough, showing how evidence-based insights, digital tools, and social influence could converge to deliver tangible public health outcomes. The MAKE THE CUT campaign demonstrates how behavioural science, when applied with precision, can move beyond awareness to drive real-world action that saves lives.