1. Gary Barker, PhD Instituto Promundo www.promundo.org.br Involving Young Men in Promoting Gender Equality and Combatting HIV/AIDS Lessons Learned from Program H

2. Objectives Discuss why these issues are important for the workplace Present lessons learned from a comprehensive and evaluated approach to engaging young men in promoting gender equality and preventing HIV/AIDS Discuss ideas for taking this approach to the workplace in partnership with ILO

3. Why are these issues important for the workplace?  Men’s violence against women = lost productivity  HIV/AIDS = lost workers  Unmet sexual and reproductive health needs = higher health care costs  Resistance to women’s equality in the workplace by men = denial of women’s rights  Limited participation as fathers = unfair burden on women

4. Why focus on young men? 15-24 phase when forming relationships, having their first children, learning to interact in intimate relationships Potential for critical thinking and for questioning traditional gender norms Tapping the potential for constructing alternative ways of being men....

5. We know how to promote greater gender equality with young men  Offering alternative male peer groups who support greater gender equality.  Helping young men reflect about the costs of traditional views of manhood.  Putting young men in contact with positive role models who reinforce alternative views about gender.

6. What is Program H? An integrated program to promote gender equality Tested in six countries with 271 young men Now used in most of Latin America and being adapted for Asia, SSA Based on the best practices of 4 NGOs with extensive experience working with men Partnerships with WHO, PAHO, UNFPA, USAID, IPPF, Durex Condoms

7. Program H: 4 Integrated Components 1.) Group Workshops to Promote Attitude Change 2.) Lifestyle Social Marketing to Change Community Norms 3.) Engage Health Services and Other Community Allies to Reach Young Men 4.) Evaluate Attitude and Social Norm Change: The GEM Scale Partners: ECOS, PAPAI, Salud y Genero, IPPF, PAHO/WHO, UNFPA, Durex Condoms, Horizons/Population Council, JohnSnowBrasil

8. 1.Workshops to Promote Attitude Change  Sexuality and Reproductive Health  Fatherhood and Caregiving  From Violence to Peaceful Coexistence  Reasons and Emotions  Preventing/Living with HIV/AIDS Video: “Once Upon a Boy” Five Manuals

9. Key Lessons Learned in Group Educational Activities  Promote a reflection about “costs” of traditional/harmful aspects of masculinity  Discuss and “rehearse” positive male attitudes  Take them to where young men are...community groups, schools, the workplace, the sports field

10. 2. Lifestyle Social Marketing to Promote Changes in Community Norms  Identify “more gender- equitable” young men  Design communication strategies based on youth culture  Combine condom use with a more “gender-equitable” lifestyle  Partnerhship with private sector: Durex Condoms

11. Hora H – “In the Heat of the Moment” - Campaign

12. 3. Engaging health services and other community allies to reach young men  On the DEMAND SIDE: Promote health awareness among young men and their families  On the SUPPLY SIDE: Work with health practitioners to sensitize them to needs of young men......engaging the health sector as an ally in promoting gender equality.

13. 4. Evaluation of Attitude and Social Norm Change: The GEM Scale  Impact evaluation project (with support from Horizons/Population Council)  Intervention with young men (manuals combined with lifestyle social marketing)  Qualitative and quantitative components  Cost-effectiveness analysis  Assess process and impact indicators (changes in behaviors and attitudes)  Construction of GEM Scale(Gender Equitable Attitudes in Men Scale)

14. Selected GEM Scale Items

15. GEM Scale Rating by % Violence Among Youth* *p < 0.001 - Chi-square test Percent of Partner Violence

16. GEM Scale Rating by % Non-condom Use Among Adults* *p =.08 - Chi-square test Percent of Non-condom Use Last sex w Secondary Partner

17. Results and Final Lessons Learned Initial results show positive change in 16 of 24 attitude questions after participation in activities, and increased condom use Need to intervene at individual and community level Importance of building local partnerships to reinforce messages (with pharmacies, workplace, schools, NGOs, neighborhood association, health sector) Engaging young men in all aspects of program development

18. Next Steps.....  Take it to the workplace....  Test the process in collaboration with ILO and employer groups  Engage employers as active partners in promoting gender equality with young men