1. Gender approach in the analysis of VIHDEO AMERICA a VIH prevention spot recollection AD/GE joint activity with FCH/AI

2. Methodology Indicators: Indicators: Gender Stereotypes and Roles: Traditional (Td)/Non Traditional (non Td) Gender Stereotypes and Roles: Traditional (Td)/Non Traditional (non Td) Type of message: Traditional/Non Traditional Type of message: Traditional/Non Traditional Gender categories for Health Policy Analysis Gender categories for Health Policy Analysis Gender Unequal/ Gender Unequal/ Gender Blind/ Neutral (U) Gender Blind/ Neutral (U) Gender Aware/ Specific/ Gender Aware/ Specific/ / Responsive (S) / Responsive (S) Gender Transformative (T) Gender Transformative (T) Gender/MessageTd Non Td TdUS ST

3. SPOT

4. Gender Stereotypes and Roles Traditional Women Traditional Women Dependent Dependent Submissive Submissive Passive Passive Lack assertiveness Lack assertiveness Communal based Communal based Emotional Emotional Tenderness Tenderness Domestic roles Domestic roles Pure, less sexual driven Pure, less sexual driven Traditional men Traditional men Independent Independent Dominant Dominant Active Active Assertive Assertive Power oriented Power oriented Rational Rational Aggressiveness Aggressiveness Carrier roles Carrier roles More sexual driven More sexual driven

5. Sexual roles Traditional Women Traditional Women Passive Passive Less willing engage in sexual interaction Less willing engage in sexual interaction Personal control Personal control Behavioral restraint Behavioral restraint “Gatekeepers” “Gatekeepers” Danger and risk Danger and risk One meaningful partner One meaningful partner Traditional Men Traditional Men Active Active More willing to engage in sexual interaction More willing to engage in sexual interaction Lack control Lack control Unrestraint Unrestraint Conquer Conquer Pleasure Pleasure Multiple partners Multiple partners

6. Women Women Economically independent Economically independent Participating in global issues Participating in global issues Integrated in diversified working positions Integrated in diversified working positions Educated Educated Nurturing Nurturing Domestic and Career oriented Domestic and Career oriented Men Men Supportive of diversity in political forums and working place Supportive of diversity in political forums and working place Cooperative in domestic issues Cooperative in domestic issues More responsible fatherhood More responsible fatherhood More sensitive, more free to express their emotions More sensitive, more free to express their emotions Transforming Traditional Stereotypes and Roles

7. Type of message Traditional Traditional Sex related to fear Sex related to fear Abstinence and fidelity as main practices to reduce risks Abstinence and fidelity as main practices to reduce risks Double Standard of conduct: Sex related to love and procreation for women, sex as an impulse for men Double Standard of conduct: Sex related to love and procreation for women, sex as an impulse for men Sex is heterosexual Sex is heterosexual Sex and prevention are unspoken Sex and prevention are unspoken Non Traditional Non Traditional Other alternatives: condom negotiation Other alternatives: condom negotiation Increase communication about prevention Increase communication about prevention Reduce discrimination Reduce discrimination Empowerment and Personal control Empowerment and Personal control Other sexual options Other sexual options

8. Gender Unequal/Blind/Aware

9. Example: Gender Unequal/Blind/Aware

10. Sex of the voice reading the final message

11. Set of examples: Gender Unequal/Blind/Aware

13. Gender Specific or Responsive

14. Example of Gender Specific/Responsive

15. Set of examples: Gender Specific/Responsive

18. Gender Transformative

19. Example: Gender Transformative

20. Set of examples: Gender Transformative

22. Preliminary Conclusions and Key Questions All messages have gender positive and negative aspects All messages have gender positive and negative aspects Most messages are empowering promoting transformation of gender stereotypes and roles Most messages are empowering promoting transformation of gender stereotypes and roles Sexual roles/relationships tend to be simplified, particularly fidelity Sexual roles/relationships tend to be simplified, particularly fidelity Condom use should be negotiate in a timely manner by both partners Condom use should be negotiate in a timely manner by both partners Involving diverse messengers is positive Involving diverse messengers is positive