A draft profile of a typical member of the target audience of men ages 20 to 29 was used to develop materials for a campaign to create demand for voluntary medical male circumcision (VMMC) in Swaziland. This profile of "Ndoda" describes his age, educational level, martial status, and other demographic information, facilitators and barriers to acceptance of VMMC, attitudes, behaviors, lifestyle, media habits, role models, and aspirations.