CONTENTS
HIGHLIGHTS
October, 1998 Series J, Number 46 |
Use the mass media to communicate with men. One proven way to reach and inform men is through the mass media. Mass media can expose male audiences to messages that can influence their reproductive health knowledge, attitudes, and behavior (189, 190, 284). Often, men are more exposed to radio and television than are women, probably because men generally have more free time, more education, more disposable income, and in many cultures more freedom of movement than women (100, 284, 298). The media can impart different messages depending on the needs of the specific audiences and their stage in the process of behavior change. For instance, men need accurate information about contraceptive methods, women's menstrual and fertility cycles, transmission and prevention of STDs, pregnancy, child health, and their own reproductive health. They also need to know where to go for services, counseling, and answers to their questions. Radio, television, video, and newspapers all may be used in strategic ways to give men important information about reproductive health. A successful campaign is based on audience analysis and research. It follows a proven model of behavior change to design the campaign, pretest messages and materials, monitor progress, and evaluate results (190). In Uganda, for example, the Busoga Diocese's Family Life Education Program reached men with information about reproductive health through short radio dramas that addressed questions such as, "What does an STD look like?" (13). In Bolivia the Las Manitos National Reproductive Health Campaign reached about 500,000 potential family planning users through radio and television spots and also through in-clinic videos, audio cassettes played on public buses, and posters. The percentage of men who said they intended to seek reproductive health services increased from 25% in the baseline survey to 60% in the follow-up survey after the campaign (122). In Swaziland the national Family Planning Association (SFPA) joined forces with The Times newspaper to educate citizens about HIV/AIDS. More than 21,000 condoms were inserted into newspapers and distributed by SFPA one Saturday in March 1998 (294). The mass media also can depict men in positive new roles. Depictions of men in the mass media can influence social norms and expectations of male behavior—for example, by showing men how to become better husbands and fathers. In Egypt a series of television spots encouraging male responsibility featured men in unconventional roles, such as ironing clothes, helping a daughter with school work, and talking with their wives about family planning (136). Also, in Jordan the communication campaign Together for a Happy Family depicts positive male roles in television and radio spots and involves religious leaders as advocates for contraceptive use (see sidebar, Applying Lessons in Jordan: Together for a Happy Family). |