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Examples of initiatives that have employed an integrated approach to engaging
men and boys to address violence against women
Somos Diferentes, Somos Iguales/We're Different, We're Equal (Puntos de
Encuentro, Nicaragua)
This initiative combines a number of approaches targeting adolescent boys and young
men on healthy relationships, HIV and AIDS and gender-based violence. Components
of their multi-media strategy include:
� Sexto Sentido, a „social soap‟ which is broadcast weekly on national commercial
television, as well as cable stations;
� Sexto Sentido Radio, a nightly youth call-in talk radio broadcast live and
simultaneously on six commercial radio stations;
� Community-based activities, including: cast visits to schools, youth leadership
training camps, and information, education and communication materials;
� Coordination with journalists and media outlets;
� Coordination with a variety of organized youth and women‟s groups, including
youth leaders in other Central American countries; and
� Ongoing monitoring and operations research.
This initiative is among the few focused on social change and prevention that has been
rigorously evaluated. A longitudinal study with 13-24 year old adolescent boys and
girls (at baseline) found that post-intervention, participants‟ knowledge of where to find
information and services on violence increased and that more were likely to say “that a
man never has the right to hit his wife”.
See the case study and evaluation.
Program H (Instituto Promundo, Brazil)
This initiative is composed of three integrated components, including:
1. Interactive Group Education - Program H developed a methodology to train
professionals to work with young men with the goal of fostering discussion and
challenging traditional gender roles as they relate to masculinities, health and
gender relations, including violence.
2. Community-wide social marketing campaign for condom use – By identifying
barriers to condom use, this initiative aimed at promoting appropriate strategies
that will encourage safe relationships.
3. Promoting „male-friendly‟ health services – This component of the initiative aims
to train health professionals to provide services for young men and adapt health
service delivery programmes so that they are more appealing to this population.
In sites where young men were exposed to weekly educational workshops, and a social
marketing campaign, they showed improved attitudes towards violence against women
and other issues. See the case study and evaluation.
Men and Boys Knowledge Module January 2012 38