In 2025, HIV prevention in Uganda needed a fresh approach. Research showed that many men avoided circumcision because they feared pain and were unsure where to access the service. Women, however, strongly supported it for hygiene and HIV prevention. This gap created both a health challenge and an opportunity. HCP/USAID needed a campaign that could make HIV prevention part of everyday conversation, build trust, and shift perceptions at scale.
Our brief was to create a campaign that turned hesitation into action. We developed Stand Proud, Get Circumcised, centring the message on women proudly saying, “I’m proud of my circumcised husband; we’re safer from HIV.” This human and direct message opened up public discussion and removed stigma. We used radio, TV, outdoor, and print media to reach different audiences. When radio host James Onen mentioned the campaign on Sanyu FM, call-ins spiked. Within three months, 15,000 men got circumcised, proving that bold storytelling can drive meaningful HIV prevention outcomes.
