When scaling prevention means scaling demand: Voluntary medical male circumcision in Nyanza Province, Kenya

Abstract Implementation lessons • Generating demand is an important part of the care delivery value chain. When new health interventions are designed based on recent clinical trial findings, demand generation activities prove all the more critical. • Demand generation activities need to iterate on their design, and tailor to the risk profile of target populations. • Leaders need to balance fidelity to a model and local innovation. • Cultural and contextual factors must be considered in designing public health campaigns.