In Zambia, for example, men say that they need several partners for regular sex, which they consider necessary for good physical and mental health, and to build self-esteem. Messages can best change these attitudes by offering new images of condom use and monogamy. Monogamy can be depicted as the responsible behavior of a leading citizen, winning the approval and admiration of family, friends, and community. Messages must go beyond what audience members say about their own behavior and motivations, however. Behind these statements, patterns of behavior reflect peer group attitudes, beliefs about health and about the body, rumors and misperceptions, distrust or dislike of other groups including health authorities, and inequities of power between men and women in sexual relationships.
Gender inequities are particularly important in communicating about condom use and monogamy.
Rather than berating women to change their behavior, messages must help women find ways to protect themselves from STDs without risking their physical and financial well-being.