The Infectious Diseases Institute of Makerere University in Uganda implemented the Adult Male Medical Circumcision in Kampala (AMAKA) Programme. Demand creation activities were carried out to promote uptake of safe medical circumcision (SMC) services offered at health facilities. Where there was interest in the services but distance was a major barrier to uptake, mobile SMC camps were organised to meet demand. These services were promoted through a combination of community-based campaigns and mass media activities. This case study is one of the promising practices in VMMC documented by BBC Media Action in 2013.