Table 3. Segment targeting recommendations.

Country	Targeting priority	Rationale for targeting priority	Key messages	Use of mass media	Use of IPCs	Use of advocates
Zimbabwe	Enthusiasts	Large potential (21% of uncircumcised men) with 85% of segment committed; high risk behavior, but likely to advocate	Detailed info on procedure and healing process; pain management; improved relationship with partner	Not a target	Clarify pain during healing, time off work/school; counsel on potential increase in promiscuity	Engage as advocates
	Champions	Low potential (6% of uncircumcised men), but easy conversion (92% committed) and highly likely to advocate	Address uncertainty on healing process and pain during healing and procedure	Not a target	Address uncertainty on healing and pain; identify a friend-advocate to go with them for the VMMC	Engage as advocates
	Neophytes	Large potential (19% of uncircumcised men), and 57% committed; knowledge needed to inform commitment for rest	Full info on benefits and risks; clarify safe, skill of surgeon, healing process; where to get info and service	Personalize benefits, pain – how to manage it, accomplishment	Communicate full info on benefits, risks, safety, procedure and healing process	Use advocates to allay fears, share process, accompany
	Embarrassed Rejecters	Moderate potential (16% of uncircumcised men) but commitment low (22%) and embarrassment, fears high	VMMC becoming norm – be part of it; VMMC + condom use benefit; safe; how to manage pain, abstinence	VMMC norm, where service, reality of pain and how to manage it	VMMC norm, how to manage abstinence, reasons for pride, address myths believed	Provide community network of advocate support – VMMC as social norm
	Scared Rejecters	Moderate potential (17% of uncircumcised men) but commitment very low and fears/dissonance are strong	Safe procedure, low risk of complications; pain mgmt. during healing; improved relationship with partner	Not a target	Safe, low risk, expert service, pain real but manageable, involve partners	Use advocates to allay fears, share experience, accompany
	Highly Resistant	Large potential (21% of uncircumcised men), but hard to crack; knowledgeable, little fear; don’t recognize need despite high-risk behavior	VMMC becoming social norm; address safety, service quality, privacy; pain management	Not a target	Acceptance of VMMC by wider community and advocacy from leaders; address fears with full info	Need advocates, communicating pride in VMMC and allaying fears

Country	Targeting priority	Rationale for targeting priority	Key messages	Use of mass media	Use of IPCs	Use of advocates
Zambia	Socially-supported Believers	Moderate potential (11% of uncircumcised men), high commitment (80%); likely advocate to broad audience, but dissonance	Address uncertainty on healing process and pain during healing and procedure	Not a target	Address uncertainty on healing and pain; identify non-circumcised friends to go together for VMMC	Engage as advocates
	Self-reliant Believers	Moderate potential (9% of uncircumcised men), high commitment (86%), easy conversion to action; likely advocate for friends	Address questions about pain during procedure and healing process	Not a target	Address uncertainty on healing and pain; identify non-circumcised friends to go together for VMMC	Engage as advocates
	Knowledgeable Hesitants	Moderate potential (10% of uncircumcised men) and commitment (58%); key concern is safety	Protection benefits, VMMC + condom use benefit; safety, low risk of complications; pain management	Not a target	Safety - low risk (esp. for sexual life); pain is real, but manageable; expert service; involve partners	Use advocates to allay fears, share experience
	Friends-Driven Hesitants	Large potential (19% of uncircumcised men); 71% of segment committed; need add’l assurance, but relatively easily converted	VMMC social norm – be part of it; emotional benefits; detailed info on procedure and healing process	Personalized benefits; sense of accomplishment; low risk	VMMC norm, manage healing, clarify pain, service quality, availability; reasons for pride	Provide community network of support – social norm
	Scared Rejecters	Large potential (17% of uncircumcised men) but low commitment (37%) and strong concerns - fears and embarrassment	Safety, low risk of complications; pain management during healing; emphasize protection benefits	Not a target	Safety – credible info on low risk, expert service; pain is real, but manageable	Use advocates to allay fears, share experience, accompany them
Zambia	Indifferent Rejecters	Large potential (27% of uncircumcised men), low commitment (21%); hard to crack; absence of motivation, while almost no concerns or fears	Full benefits and risks, HIV/STIs protection; clarify safety; address myths believed; where to get info and service	Full benefits, process, reality of pain and how to manage it; sense of accomplishment	Full benefits and risks; acceptance of VMMC by wider community and advocacy from leaders; dispel myths	Need a lot of advocates around, communicating pride in VMMC and allay fears
	Traditional Believers	Small potential (6% of uncircumcised men), but no need for support; high commitment (84%) driven by tradition - will get MC	Information on benefits and risks; where to get info and service	Not a target	Will benefit from short communication on benefits and risks; info on service/clinics	Not applicable