Some efforts may have been too weak and too brief or based on incomplete understanding of men's motivations, couples' interactions, and what engages men. Gender, Communication, and Decision-Making Gender the different roles that men and women play in a society and the rights and responsibilities associated with those roles is a powerful force. In many countries gender roles make it difficult for men and women even to discuss family planning. Men often dominate decision-making and so can seriously harm or help women's reproductive health. Communication plays a key role in new approaches to men.
Communication can help promote equity between partners.
Encouraging couples to discuss contraceptive use and other reproductive decisions can lead to healthier practices. Messages in the mass media can address men's specific concerns and give men positive models to follow. At the same time, service delivery now recognizes men's distinct reproductive health needs. Build on men's approval of family planning. Use the mass media to communicate with men.