The national MMC demand-generation strategy is a resource that will guide those who strive to generate demand for MMC, do so in the most effective manner. This strategy emphasises integration of MMC as a part of a comprehensive sexual reproductive health package of services for men and understanding how to bridge the gap between men intending to get medically circumcised and ultimately going for the procedure. The strategy will assist in strengthening methodologies, increasing coordination and decentralising implementation. This document has been developed for use by a wide range of individuals working in the MMC programme.