ID 3

Narratives around normative masculine behavior across domains such as finance, health, sex and child-care exist and are known to men, the challenges and risks associated with it as well. This ID will show examples of how masculine roles can be rendered to include gender equitable behaviors through new narratives.

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Key Design Challenges

  • Assisting men realize the risks involved with over-estimation of their abilities in traditional method use, which our research shows comes from their identity as a man and how they can handle these aspects.

  • Helping them acknowledge their role in contributing towards FP failure, and encouraging couples towards less risky masculine behaviour and thereby recognizing the need for safer methods such as modern contraceptive.

  • Helping men realize the burden of unplanned pregnancies is not placed upon women alone.



Decisions on matters such as finance, health, child-care and even sex were dominated by men. In certain cases, where women did have a say, it was restricted to specific domains and mostly on household purchases, but the final decisions usually lay with the man. All this also translated into their need to present confidence in their ability to ‘control’ the outcome of sexual intercourse by way of using traditional methods - withdrawal or the standard days methods.  There were instances where this solo decision-making had severe consequences on women’s agency, the family’s finances and had even resulted in non-consensual sex.

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Key Design Decisions

The design needed to target the theme of ‘masculinity’ by capturing the status quo, and contrasting it with a progressive perspective across varying contexts, Masculine roles manifest differently in different contexts such as finances, household purchases health and reproductive and contraceptive decision making, . This had to be done in a manner that resonated with the men, challenged their thinking and notions in a non-offensive way and was relatable.

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Digital Concept

Engaging popular social media platforms to break down toxic masculine narratives with positive ones through quirky, humorous stories in the form of short video and audio clips/memes / digital comics that can trigger discussion and encourage self-reflection.

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Physical Concept

Leveraging familiarity of people with popular publications and packaged food products that are easily accessible at common gatherings events/special community events for young and older men, in order to share positive masculine narratives and success stories.




  • Men possess a smartphone, and have at least one of the following social media accounts: Facebook, WhatsApp, Instagram, TikTok or YouTube (Google).

  • Men are familiar with using at least one of these accounts, which includes the skills of accessing the platform, along with sending, consuming, and forwarding messages/content.

  • Men possess basic reading skills in the regional language that has been used in the narrative content.

  • The content is tailored and is gender-sensitive at its core and should in no way reinforce the issue it aims to resolve.

  • Men will share with their partners what all they unlearn and learn from this concept.

  • The concept will be able to make the leap of unlearning masculine behaviours and draw linkages with their sexual and contraceptive behaviour.

  • The concept will be able to hit the right sensibilities in men over a sustained period of time.


  • Men possess basic reading skills in the regional language that has been used in the narrative content.



  • Men may face backlash in the form of ridicule which may discourage them from actively adopting behaviour change.

  • Men may be drawn towards the chauvinistic antagonist, instead of the protagonist because of the familiar masculine behaviour displayed by the antagonist.

  • Men may find it difficult to conceptualise positive masculine behaviours and dismiss their adoption as a possible reality.

  • This concept is curated around attitudinal shifts which may or may not cause behavioural shifts in the immediate.

  • With women not a part of this ID, it runs the risk of no change in their thinking or understanding what men are going through and may not lead to gender equitability.



Contextually Sensitive
The concept leverages existing mediums to disseminate information, both digitally and non-digitally in languages that the user groups are akin to. The concept aims to provide new gender-transformative content within existing formats, making seemingly hard to digest themes more palatable to the target audience.

Gender Transformative
The concept’s core principle is gender transformative in nature. For that, the concept must encourage men to recognize toxic masculine behaviors, enable them to understand the implication of such behaviors on themselves and women and girls in their life, create rewards to adopt positive behaviour contextualised in a manner that seems familiar to the user groups. Even if the concept may not engage women, it needs to stress on men to engage with their partners for everything concerning their couple life.

Couple Empowering

Pushing men into understanding positive masculine behaviours allows them to healthily understand their own behaviour and mental make up. Encouraging this change in men will pave the path to healthy emotional behaviour amongst couples.

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ID 3

ID 3 - Reframe Masculine Narratives to Enable Gender Transformative Behaviour

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ID 7

ID 7 - Accounting for and Inhibiting Impulsive Behaviour