How can we use communications and social marketing strategies to engage men in building healthier masculinities? What appeals and language work in reaching, engaging, and changing men?
Women’s Health in the South East, a community organisation in Melbourne, organised a webinar titled “Healthier Masculinities and Values-Based Messaging: In Theory and in Practice”, held on April 8.
Dr Michael Flood from the Queensland University of Technology spoke on effective practice in messaging for healthier masculinities. Benjamin Brewer from Eastern Health spoke on the organisation’s experience of this work, in sports organisations, among fathers, and elsewhere.
Dr Flood first described new research commissioned by VicHealth and undertaken by Common Cause, comprising a survey of Australians’ attitudes towards masculinity and their responses to various ways of framing heathy masculinities. He then outlined some principles of effective practice in social marketing aimed at men. Michael’s slides are here.
Citation: Flood, M. (2020). Messaging Healthy Masculinities?. WHISE Webinar: Healthier Masculinities and Values-Based Messaging: In Theory and in Practice, April 8.
- Flood, M. (2020). Unpacking and Reconstructing Masculine Norms in Australia. The Australian Sociological Association (TASA) Webinar, August 20.
- Men and the Man Box: a commentary
- FREE Book, Engaging Men and Boys in Violence Prevention (Flood, 2018)
- See Chapter 7 on social marketing and communications,
- Engaging men in building gender equality: A massive collection of resources
- Bibliography: Working with men
- Including small sub-section on social marketing to men
- Bibliography: Working with boys and young men
- Bibliography: Social marketing and communications for violence prevention
- Dr Michael Flood’s writings and speeches