Group Education Manual - Peace Corps Wiki

Hora H, BrazilDeveloped by Promundo and JohnSnowBrasil, with financial support from SSL International, the Hora HCampaign, which translates into “In the heat of the moment,” builds upon social-marketing principles topromote an attractive and more gender-equitable lifestyle for young men. Campaign messages describe a“real” man as one who demonstrates more gender-equitable attitudes in his relationships, particularly in themore challenging moments. The name of the campaign was developed by young men themselves, whofrequently heard their peers say: “Everybody knows you shouldn’t hit your girlfriend, but in the heat of themoment you lose control” or, “Everybody knows that you should use a condom, but in the heat of themoment….” In this context, the Hora H campaign emphasizes that a “real” man is respectful and caring inhis relationship with his partner, or more specifically, he does not use violence, he discusses condom use, andhe shares parenting responsibilities.The Hora Campaign also includes an associated condom brand, and although the campaign messagespromote condom use as an important behavior in and of itself, the emphasis of the campaign is on thelifestyle symbolized by condom use. The link between the Hora H condom (a product) and a lifestyle drawsfrom principles of commercial marketing, in which advertisements for cars, shoes, and other products focuson the lifestyle associated with ownership of the product, rather than the qualities of the product itself. Inthe case of Hora H, this strategy is used to market healthy and equitable behaviors, such as condom use, aspart of a cool and hip lifestyle for young men.The campaign models, or spokespersons, are the same young men who were involved in the design andimplementation of the campaign activities, including the distribution of the media materials and running ofinformation and condom sales booths at community dances. These young men were from the samecommunities in which the campaign was active and became references in the community, in some ways, localcelebrities. They provided “proof ” to other young men in the community that these kinds of attitudes andbehaviors were indeed possible. At the same time, the campaign also engaged rap musicians who presentedmessages during their concerts. The endorsement of the campaign by these celebrities helped to bring moremainstream coverage to the campaign and reinforce its appeal among young men.(Translation: Man with a capital M.He listens. He accepts. He cares.In the heat of the moment: The attitude makes the difference.)104