"To support women and girls in their contraceptive journeys, we can’t leave men and boys behind. That’s the heart of PSI Uganda’s Maverick Next Project.”
By Sarah Lagot Odwong, Strategic Communications Manager, PSI Uganda
We leave half the population behind when sexual and reproductive health (SRH) services don’t include men. And it impacts how the other half of the population – women and girls– can take charge of their health and lives.
Multiple factors hinder men’s involvement in contraceptive communication, including:
- Prevailing negative social norms, including associating masculinity with larger family size
- Limited knowledge and rampant misinformation about contraception.
- SRH campaigns are not inclusive of men and boys
- Health clinics that provide SRH are not comfortable for men to visit, with extended wait times, and health providers who are not trained to counsel men in contraception or may have negative attitudes about their presence.
- Unequal power relations, between men and women, with men being primary decision makers.
A Case for Male Engagement
In Uganda, akin to many countries, SRH information is primarily directed at women. Leaving men out of the SRH conversation hinders couples from comfortably talking about the big (often taboo) SRH topics, and navigating hard conversations around SRH preferences.
PSI Uganda, through a project with Maverick Next, are bridging the gaps.
Utilizing social and behavior change (SBC) interventions, we’re reaching men where they’re at, and how they need. Specifically:
- In-person communication workshops through bimeeza (community dialogues); bufumbo college (couples’ communication college); and workplace discussions.
- Media messaging through FM radio campaigns, and a radio drama series, Tuteese.
- Reference materials for influencers and communities.
These multifaceted strategies aim to break down barriers and promote open communication within couples, contributing to improved family planning dynamics in Uganda’s Wakiso district.
Tuteese is the central point for the SBC interventions. We explain why.
Meet Tuteese
PSI, and creative partner RadioBasket, developed the “Tuteese” radio show to help men recognize that SRH is not solely a woman’s responsibility. Beginning in April 2024, and spanning 20 episodes, the dramatized skits will portray the transformation of 28-year-old boda-boda driver, Semakula, as he grapples with societal expectations, financial challenges, and evolving beliefs about gender roles. His journey, alongside wife Joanita, will show him encountering peer educators, discussions at the Men’s Club, and visits to the health center, to learn the importance of open communication, respect, and shared-decision making in relationships.
Produced in the local Luganda dialect, the campaign design draws on:
- The Persona Model to delve into Semakula’s internal conflicts, emotions, and decision-making, fostering empathy and reflection among listeners.
- The Social Ecological Model to expand the narrative to external influences shaping Semakula’s behavior, encompassing individual, interpersonal, community, institutional, and societal levels.
While the show debuted in April 2024, a pre-test of Tuteese demo episodes was conducted in February 2024, by an independent consultant, with observations from the Ministry of Health and PSI Uganda’s Strategic Information and Learning team. The results indicated a positive reception among participants. Laughter ensued at the beginning due to attention-grabbing and relatable content, with listeners visualizing the episodes despite the audio format. The appropriateness of the radio episodes, focusing on family planning discussions and cultural influences, resonated well. The participants found the story interesting, expressing a willingness to listen repeatedly.
" My wife has, twice now, attempted to discuss family planning with me. However, I have been adamant about it without wanting to listen due to the fear of side effects we hear such as contraceptives causing cancer. However, now, I will be more open to it next time she brings up the topic," – Male Participant.
Learnings, So Far
- Onboarding the MoH beginning in the design phase facilitates faster government approvals, which leads to alignment on implementation timelines.
- Leveraging a Human Centered Design approach gave us a framework to source user insights while co-creating with the target audience (men in the selected sub-counties). These insights informed how we tailored messages and developed creative materials that reflected audiences’ daily lived experiences.
- Radio still has the highest reach for rural audiences.
- Speak to audiences in their local language! This enables a two-way street: the ability for audiences to engage with the content and offer feedback in return.
By placing men at the center of family planning conversations, Tuteese hopes to dismantle barriers, dispel myths, and foster shared responsibility in Ugandan households. For when we break the silence, we can pave the way for a more inclusive, informed, healthier, and gender equal society for men and women – in Uganda, and beyond.
" I must take care not to get my wife pregnant without planning. Learning about family planning is very relevant to me. Childcare is expensive and I am looking at a future where I can send my children to the best schools despite the hardships," – Male Participant.
