During a pilot project in Tanzania’s Iringa region, more than 2,000 male infants were circumcised in less than two years in eight facilities, representing 16.4 percent of all male births in those facilities. EIMC programmes will require targeted investments in demand creation, especially among fathers, to expand and thrive in traditionally non-circumcising settings such as Iringa, write the authors of this article, which was published in a special supplement of the journal Global Health: Science and Practice.