Reaching Men Worldwide: Lessons Learned from Family Planning and Communication Projects (1986-1996)

Published by The Johns Hopkins School of Public Health Center for Communication Programs (JHU/CCP), this working paper (#3) is one of several that describe JHU/CCP's views about a given theme or topic and illustrate, via descriptions of various projects in many countries, how the lessons of experience led to such a view. The publication contains an extensive bibliography for further reference.

This paper is premised on the idea that men can significantly influence reproductive decisions and play an important role in family planning practices. In this context, JHU/CCP notes, men need to be addressed in their roles as individuals, as husbands and fathers, as community leaders, and as government leaders.

In an effort to promote men's participation in family planning and reproductive health, Johns Hopkins University Population Communication Services (JHU/PCS), a programme of JHUCCP, with support primarily from the United States Agency for International Development (USAID), implemented more than 20 programmes in Africa, Asia, Latin America, the Near East, and the New Independent States. These projects have used communication in the form of mass media (radio, television, and newspapers), community mobilisation, and interpersonal dialogue to reach men through programmes and events they tend to enjoy, such as sports, films, popular theatre, and music.

This publication reviews these projects and shares key lessons learned by JHU/CCP from this experience in communicating with men about reproductive health. The lessons are meant to guide those designing and implementing programmes, advocating for programmes, and evaluating programme outcomes. Among these lessons:

• Learn what men want and need through research - men are a diverse audience with differing profiles concerning family planning and reproductive health. Focusedmessages can increase participation
• Present men as caring partners, not irresponsible adversaries
• Encourage men to talk to their partners and make joint decisions
• Publicise and promote service sites for men
• Improve men's impressions of contraceptive methods - communication campaigns should focus on factual information and perceptions to overcome myths or rumours that can generate men's opposition to certain forms of family planning
• Work with community and national leaders to shape public discourse, thereby increasing men's social support and family planning use
• Use multiple communication channels (e.g., mass media and community media, and interpersonal communication)
• Pay attention to young men, who are especially vulnerable to sexually transmitted infections, including HIV/AIDS.