Be a Man Campaign

‘Be a Man’ was the second campaign Y.E.A.H launched in 2006, with a focus on redefining masculinity and male gender norms. The campaign focuses on helping young men to adopt more positive, socially acceptable and equitable “male” attitudes and behaviors to protect their own health, influence health-seeking behaviors and improve male/female relationships.

Common examples of gender norms for men include that they should provide for their wives and children, initiate sexual activity early in life, have multiple sexual partners, maintain control over their female partners, and only seek health services when they are extremely ill.

Research conducted in Uganda indicates that men generally have more power in sexual relationships/encounters, are not expected to be faithful, often use violence as a way to resolve conflicts, control sexual partners, are not involved in reproductive health matters including HIV testing and disclosure.

According to the Accelerating HIV Prevention UAC August 2006 report one of the drivers of the Ugandan epidemic highlighted under social-cultural factors was the fact that construction of male and female sexuality influences sexual behavior with negative consequences on HIV risk. Study findings indicate that challenging inequitable gender norms can be an important element of HIV prevention.

The goal of the Be a Man campaign is reducing the number of young men with multiple sexual partners, improved communication between sexual partners, mutual disclosure of HIV status, respect, faithfulness, non violent means of resolving conflicts, active parenting, and responsible alcohol use.

Kick off
The ‘Be a man’ campaign kicked off during World Cup in June 2006. Y.E.A.H. sponsored World Cup broadcasts on UBC, when many young men were expected to be watching. After World Cup fever, Y.E.A.H. continued “Be a Man” activities with artists, radio, TV, schools, institutions, workplaces, sports clubs, armed forces, cultural groups NGOs, CBOs and where ever men congregate.

• Be a Man Campaign material include POSTERS, BILLBOARDS
• Be a Man Campaign Strategy