Lynn Van Lith of the Johns Hopkins Center for Communication Programs provides an overview of efforts to generate demand for voluntary medical male circumcision (VMMC) among men ages 20 to 29, summarising age-specific barriers and motivators, findings from demand generation assessments, promising approaches, and lessons learned. She gave this presentation at the Meeting on Implementing the 2017-2021 Framework for Voluntary Medical Male Circumcision for the Eastern and Southern Africa Region in Durban, South Africa, on 28 February 2017.