HIV prevalence among 15 to 24 year olds in Uganda is 3%. Transactional sex, violence against women and alcohol abuse have all been identified as behaviors linked to this high HIV prevalence among Uganda’s youth. To reduce the spread of HIV among this vulnerable group, the “True Manhood” campaign focuses on reducing this trifecta of behaviors, and challenging long-accepted notions of what it means to be a man.

The latest national contest for males in Uganda is no ordinary competition. There are no nets or footballs, no goalposts or chalked lines. Rather than measuring the speed of one’s legs or the ability to make a play, this challenge judges the strength of one’s character. The “Be a Man” competition is a search for men who possess the real qualities of a man: protecting your family, being faithful to your partner, respecting yourself and others, solving problems without violence and making healthy life choices.

The competition is a central part of the “True Manhood” campaign, an HIV prevention project directed at youth in Uganda.

‘True Manhood” challenges young men to change negative and risky behaviors that expose them and their partners to HIV. The campaign focuses on violence against women, the use of alcohol and the practice of giving gifts with the expectation of sex in return. These behaviors are often seen as masculine and are linked with notions of what it means to be a man.

Part of the Young Empowered and Healthy (Y.E.A.H.) project in Uganda, “True Manhood” empowers young men with skills to assess their actions and make changes to their behavior. The campaign provides men with the knowledge to evaluate personal risk of alcohol abuse and to commit to drinking responsibly or not at all. It supports men to learn to solve conflicts with partners using non-violent means and to be able to resist relationships where gifts or favors are exchanged for sex. “True Manhood” also reaches out to young women and fathers to ensure that they support men to make these positive changes.

The campaign and national “Be a Man” contest are integrated with an award-winning radio serial drama, “Rock Point 256.” Launched in July 2005, the radio series has reached half of all 15 to 24 year olds in Uganda with stories from Rock Point, a fictional town in rural Uganda, where the community struggles with HIV and the behaviors that contribute to its spread. Accompanying comic books, radio spots and billboards support the “True Manhood” campaign in both urban and rural areas of the country.

The campaign continues to focus on redefining masculinity and male gender norms. By helping young men adopt more positive, equitable “male” attitudes and behaviors, the hope is that these men will protect their own health, influence health-seeking behaviors and improve male/female relationships. In future years, the “Be a Man” competition may have too many winners to count.