ID 7

Men overestimate their ability to exert self-control in both refraining from sex and in the act of sex, which manifests them relying on withdrawal and abstinence which may result in unplanned pregnancies. Such impulsive acts need to be accounted for and actively discouraged.



During our field research, we found that men articulated their ability to control their impulses during the act of sex in lieu of using modern contraceptives. Such claims were however in stark contrast to the number of unplanned pregnancies that had been caused as a result of their inability to control and withdraw in time. This is further compounded with an incorrect understanding of the fertility cycle and wrongly estimating the low-risk window for using traditional methods.

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Key Design Challenges

  • Highlighting to men the risks of relying on their ability to control within the act of sex, and thereby reinforcing the need to swiftly adopt a secure method of choice.

  • Help men visualize the long-term consequences of impulsive action during the act of sex such as unplanned pregnancies and provide them with solutions to reduce them.

  • Encourage men to switch to safer methods based on the couple’s frequency and partner’s comfortability.

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Key Design Decisions

Since the design needed to tackle the issue of ‘impulse’, it needed to showcase the consequences of impulsive decisions, while also providing viable options to either curb the behaviour or nudge them on to alternate behavioural paths, especially by using safer contraceptive methods such as condoms.

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Digital Concept

Using existing media consumption platforms and channels, including those with explicit content, to insert messages on mitigation strategies for impulsive, possibly detrimental behaviours. These could be in the form of short clips inserted in between video/audio presentations or additional supplementary content in media packages.

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Physical Concept

Leveraging on independent local media libraries as a one-stop shop for pre-downloaded material by also providing media on detrimental behaviours. In remote areas these shops are hotspots of media curation and dissemination, we propose to institutionalize these as a channel to leverage their tight grip on the demographic which still can’t afford smartphone and are dependent on USB/ memory card media transfers and third party MP3/ MP4 websites to download pirated content anywhere from 4MB up to 2 GB in data sizes. The messaging and iconography from the digital material could be further reflected as inserts on contraceptive products available in the same regions as well.



  • Men own 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 language being used to access the smartphone.

  • Men have sufficient time available to engage with the platform.

  • Men are able to recognize the consequences of such impulsive acts and develop intent for behavior change 

  • Men visit the mobile recharge/content sharing shops to download content on their smartphones & feature phones.

  • Mobile recharge/content sharing shops have agreed to being a part of the initiative.Men possess basic reading skills in the regional language.


  • May promote further use of pirated content by institutionalizing places that share such content.

  • Promoting this feature as an ad while the user’s consuming media might completely put them off, yielding negative results.



  • May promote further use of pirated content by institutionalizing places that share such content.

  • Promoting this feature as an ad while the user’s consuming media might completely put them off, yielding negative results.

  • Men may stop using any form of traditional method and in turn, burden women to use female controlled method as an alternative.

  • Explicit content may provoke negative behaviour among some men who previously were not exposed to it



Contextually Sensitive

The concept is catered to the user through a private medium (WhatsApp) which allows for the user to be vulnerable and open up. Digital anonymity, which is largely used in a negative light, is employed here to provide for men a digital playground to explore oneself in languages akin to the user, while ensuring that they do not promote misogynist behaviour.

Gender Transformative
The concept will allow men to healthily process and recognize impulsive behaviour with regular inputs and nudges, allowing them to organically develop positive behaviours by understanding their often harmful traits which may be gender exploitative.

Couple Empowering

The concept acts as an external stimulus that may nudge the man towards realising his harmful behaviour which women usually do not express due to fear of violence or other forms of backlash. This realisation is a good starting point to building a healthy marriage and empowering couples to control the outcomes of sex through safer methods instead of relying on risky, impulsive acts of control during sex.

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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