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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
(Translation: Man with a capital M.He assumes. He shares. He cares.In the heat of the moment: The attitude makes the difference.)The Hora H Campaign posters shown here present messages about gender-equity and relationships throughtwo specific issues: condom use and fatherhood. The first emphasizes the importance of listening andaccepting a partner’s decision to use a condom, and the second describes the need for young men who arefathers to assume and share responsibility and care.The campaign logo of the green letter H (for homem, the Portuguese word for man) became a powerfulmarker of the campaign and the “cool” and gender-equitable lifestyle it promoted. The T-shirt that sportedthe logo became a popular commodity among young men in the community, highlighting the effect ofcommercial-marketing strategies to catch young men’s attention and mobilize them.For more information visit the Promundo website at: www.promundo.org.br105
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Engaging Men and Boys inGender Norm
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Table of ContentsI. Introduction 31
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contribute to, and benefit from, al
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Introduction tothe EcologicalModelT
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EngenderHealth is an international
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Objectives1.2 Learning About Gender
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Handout 1A: The Gender GameThe Gend
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1.3 Act Like a ManObjectives 1. To
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TrainingOptionsand society about ho
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ObjectivesAudience1.4 Persons and T
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Chapter 2 - Sexuality2.1 Understand
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Handout 2A: Definitions and Questio
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Handout 2C: Definitions for Circles
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2.2 Want…Don’t Want…Want…Do
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make their own decisions about sex
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Chapter 3 - Men and Health3.1 Carin
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Resource Sheet 5: Gender and Health
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Chapter 4 - Substance Use4.1 The Ri
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elieve that using alcohol helps pro
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Handout 4A: Personal Attitudes and
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Handout 4B: Individual Questionnair
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to consent to sexual activity.5. Ex
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8. Use the questions below to facil
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ObjectivesAudience6.2 Levels of HIV
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Handout 6A: Levels of Risk for HIV
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Page 55 and 56: 6.4 Multiple Sexual Partners, Cross
Page 58 and 59: Chapter 7 - Living with HIV7.1 Posi
Page 60 and 61: ClosingNowadays, with advances in m
Page 62 and 63: 7.2 Men, Women, and CaregivingObjec
Page 64 and 65: After considering the specific grou
Page 66 and 67: Resource Sheet: HIV and CaregivingW
Page 68 and 69: 2. Using the talking stick, invite
Page 70 and 71: Handout 8A: Case Studies on Violenc
Page 72 and 73: Objectives8.2 Sexual Violence in th
Page 74 and 75: Chapter 9 - Making Change, Taking A
Page 76 and 77: 9.2 New Kinds of CourageObjectivesA
Page 78 and 79: 9.3 Don’t Stand By, Take ActionOb
Page 81 and 82: Handout 9A: What Men Can Do as Acti
Page 83 and 84: 9.4 Men Holding Men AccountableObje
Page 85 and 86: Chapter 10 - Introductory Activitie
Page 87 and 88: Objectives10.2 What Does Community
Page 89 and 90: Handout 10A: Definitions of Communi
Page 91 and 92: Handout 11A: Theatrical Performance
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Page 95 and 96: Handout 11C: Painting Murals to Eng
Page 97 and 98: ? How can campaigns change these mi
Page 99 and 100: Handout 11D: Media Campaigns and So
Page 101 and 102: Handout 11E: Creating Media Campaig
Page 103: Resource Sheet : Examples of Social
Page 107 and 108: Handout 11F: Health FairsWhen desig
Page 109 and 110: 7. Ask participants for suggestions
Page 111 and 112: 11.6ObjectivesTimeTalk Shows1. To e
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Page 115 and 116: 11.7ObjectivesTimeMarches/Rallies L
Page 117 and 118: 11.8ObjectivesTimeReaching Men Thro
Page 119 and 120: 11.9ObjectivesTimeDoor-to-Door Visi
Page 121 and 122: 11.11Action PlanningObjectives 1. T
Page 123 and 124: Handout 11L: Detailed Activity Info
Page 125 and 126: Training TipShuffle the male involv
Page 127 and 128: • Clinical Male Reproductive Heal
Page 129 and 130: 12.2 Getting Tested for HIVObjectiv
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