The Society for Family Health (SFH) is the local affiliate organisation of Population Services International (PSI), which has been funded in South Africa by the US Centers for Disease Control and Prevention since 2005 to provide voluntary medical male circumcision (VMMC) through its existing HIV counselling and testing services under the distinctive ‘New Start’ brand. The campaign designed by SFH is localised to drive demand for services at each of the New Start sites, but it draws from a large body of research from across the region on the barriers and facilitators to VMMC. This case study is one of the promising practices in VMMC documented by BBC Media Action in 2013.
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