Demand generation for medical male circumcision is the process by which uncircumcised and HIV-negative men: learn about MMC; understand what the benefits are; make the decision to get medically circumcised; and ultimately become champions for MMC. This guide is designed to assist you with how best to generate demand for MMC, meet your MMC targets and reduce new HIV infections in your community. This implementation guide has arisen out of a need for more direct guidance in running successful MMC campaigns within a resource-limited environment.