Clever Dick, a humorous marketing campaign targeted at boosting voluntary male circumcision, has seen positive results. The Clever Dick campaign on radio, billboards and on taxis is in support of the national programme to encourage medical male circumcision and has been developed under the auspices of trade union Sactwu's worker health programme."A rapid increase in uptake of voluntary medical male circumcision was immediately evidenced by the programme, with a 300% increase during the pilot phase conducted in 2013, and a 33% increase nationally, year-on-year, in 2014 to 2015," said Nichole Soboil, a former CEO of Sactwu's worker health programme who is now acting in a strategic advisory capacity.She said voluntary medical male circumcision was rolled out nationally in 2010 to a mixed response in demand and poor uptake."When we rolled out the programme in the Western Cape we found it to be one of the lowest areas for uptake."After six months we realised we either had to exit or address the reasons why."We needed to do some out- of-the-box thinking. We realised the materials and efforts were not talking to specific population groups," she said.Soboil said the union identified Mitchells Plain and Khayelitsha in the Cape as areas for their pilot project."There was a sense of privacy and taboo when men spoke about their penises."The campaign has been extended across Western Cape, gone to parts of Gauteng and will be rolled out in the Free State soon.According to the WHO, circumcision reduces the risk of female-to-male HIV transmission by up to 60%...