{"id":4710,"date":"2025-07-03T09:45:14","date_gmt":"2025-07-03T14:45:14","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=4710"},"modified":"2025-07-03T09:45:15","modified_gmt":"2025-07-03T14:45:15","slug":"men-decide-engaging-male-champions","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/men-decide-engaging-male-champions\/","title":{"rendered":"MEN DECIDE: ENGAGING MALE CHAMPIONS"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        MEN DECIDE                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            <img-->\r\n<!--                                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-location.png\"-->\r\n<!--                                alt=\"case study banner\"-->\r\n<!--                                class='case-study-location-img'-->\r\n<!--                            \/>-->\r\n                            \r\n                            <style>\r\n                                .map-container {\r\n                                    position: relative;\r\n                                    width: 100%;\r\n                                    max-width: 160px;\r\n                                    height: auto;\r\n                                }\r\n                                .map-container img.map {\r\n                                    width: 100%;\r\n                                    height: auto;\r\n                                    display: block;\r\n                                }\r\n                                .map-container .marker {\r\n                                    position: absolute;\r\n                                    height: 30px;\r\n                                    transform: translate(-50%, -90%);\r\n                                }\r\n                                @media (max-width: 600px) {\r\n                                    .map-container .marker {\r\n                                        height: 20px;\r\n                                    }\r\n                                }\r\n                            <\/style>\r\n\r\n                            <div class=\"map-container\">\r\n                                <!-- Map Image -->\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/Map_White.png\" alt=\"Map\" class=\"map case-study-location-img\">\r\n\r\n                                <!-- Markers -->\r\n                                                                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/pin.png\"\r\n                                         alt=\"Pin\"\r\n                                         class=\"marker \"\r\n                                         style=\"left: 46.83%; top: 49.06%;\">\r\n                                                            <\/div>\r\n                        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/pacific-solutions-services\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        Pacific Solutions &amp; Services                                        <span>Accra, Ghana<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/activation-event-experiential-marketing-case-studies\"><button class=\"custom-button\">Activation \/ Event \/ Experiential Marketing<\/button><\/a>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = showMoreButton.textContent === '...' ? 'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                                    <p className='casestudy-banner-pera'>\r\n                        <strong>Engaging Male Champions in Malaria Prevention through Behaviour Change Communication<\/strong><\/p>\r\n                    \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong><strong><strong><strong><strong><strong><strong>Client Introduction<\/strong><br><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\"><strong>This campaign was designed and executed in collaboration with public health stakeholders as part of Ghana\u2019s national strategy for malaria prevention and control. The goal was to implement innovative, culturally sensitive communication strategies to improve the correct use and care of Insecticide Treated Nets (ITNs) across vulnerable populations. The initiative aligned with the broader objectives of reducing malaria-related morbidity and mortality in high-risk groups, particularly children under five and pregnant women.<\/strong><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong><strong><strong><strong><strong><strong><strong><strong>Brief<\/strong><br><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Malaria continues to be one of Ghana\u2019s most pressing public health and socioeconomic challenges. Despite significant investment in malaria control strategies, inconsistent and improper use of ITNs remains a barrier to progress. While women have traditionally been responsible for the use of ITNs, we identified a critical gap: low male involvement in malaria prevention behaviors at the household level.<br>The central proposition of the campaign, titled \u201cMen Decide,\u201d was to shift social and behavioral norms by positioning men as active champions in the proper use and care of insecticide-treated nets. The campaign targeted:<br>&#8211; General public<br>&#8211; Male partners<br>&#8211; Pregnant women<br>&#8211; Parents\/caregivers of children under five<br><br><strong>The dual objectives were:<\/strong><br><strong>&#8211; Business Objective: Influence behavior change among 85% of the general population in the use of ITNs.<\/strong><br><strong>&#8211; Communication Objective: Increase awareness and educate communities on the correct use and care of insecticide-treated nets.<\/strong><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong><strong><strong><strong><strong><strong><strong><strong><strong>Strategy and Execution<\/strong><br><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">To maximize cultural relevance and public impact, the campaign utilized a male engagement approach, supported by celebrity endorsements and multi-platform outreach.<br><strong>Key strategic elements included:<\/strong><br>&#8211;\u00a0<strong>Celebrity Endorsement:<\/strong>\u00a0Popular male personalities were enlisted to promote ITN usage, shifting perceptions and encouraging male participation in malaria prevention.<br>&#8211;\u00a0<strong>Multimedia Communication<\/strong>: A mix of radio, TV, and community-level activations amplified the campaign message across urban and rural populations.<br>&#8211;\u00a0<strong>Behavioral Messaging:<\/strong>\u00a0Communication focused on correcting misconceptions about ITNs, emphasizing proper handling, daily use, and maintenance to increase effectiveness.<br>&#8211;\u00a0<strong>Community Activation:<\/strong>\u00a0Engagement activities were held at antenatal clinics and public gathering points to reinforce messages through interpersonal communication and drama-based interventions.<br>This integrated strategy helped normalize male involvement in family health decisions, particularly around malaria prevention.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong><strong><strong><strong><strong><strong><strong><strong><strong>results<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">The &#8220;Men Decide&#8221; campaign achieved strong impact and measurable results:<br>&#8211; 80% awareness was generated on the correct use and care of ITNs across target communities.<br>&#8211; 75% recall rate was recorded during post-campaign evaluation, indicating high message retention.<br>&#8211; A 70% attitudinal shift was observed among pregnant women attending antenatal clinics, reflecting increased adoption and proper use of ITNs.<br>The campaign demonstrated that engaging men as decision-makers in health-related behavior change can significantly amplify impact and sustainability. It set a new standard in malaria prevention communications and has since been referenced as a model for community-based health interventions in West Africa.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n    <div class=\"content-wrap our-work-page color-definer light-color\" id=\"content-gallery-6a006f151e2ee-6255\">\r\n        <div class=\"section-wrap image-gallery-block\">\r\n            <div class=\"center-container\">\r\n                <div class=\"image-gallery-row odd-element-mob-media odd-media-lib\">\r\n                                            <div class=\"gallery-box cursor\"\r\n                             onclick=\"document.getElementById('galleryModal-gallery-6a006f151e2ee-6255').style.display='block'; currentSlide(1, 'galleryModal-gallery-6a006f151e2ee-6255')\">\r\n                                                            <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/uploads\/2025\/07\/7466f2ab-fcbe-41d8-a7f7-54895a84a6cf-683x1024.jpeg\"\r\n                                     alt=\"Gallery image 1\"\r\n                                     loading=\"lazy\"\r\n                                                                         sizes=\"(max-width: 600px) 100vw, 600px\" \/>\r\n                                                    <\/div>\r\n                                    <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <div id=\"galleryModal-gallery-6a006f151e2ee-6255\" class=\"image-gallery-modal\">\r\n            <button class=\"image-gallery-closeBtn cursor\"\r\n                    onclick=\"document.getElementById('galleryModal-gallery-6a006f151e2ee-6255').style.display='none'\">\r\n\t\t\t\t<span class=\"flexCenter\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/blue-dot-shape.svg\"\r\n                         alt=\"blue icon\"\r\n                         loading=\"lazy\" \/>\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/close-icon.svg\"\r\n                         class=\"slider-close-icon position-absolute\"\r\n                         alt=\"close icon\"\r\n                         loading=\"lazy\" \/>\r\n\t\t\t\t<\/span>\r\n            <\/button>\r\n            <div class=\"image-gallery-modal-content\">\r\n                                    <div class=\"mySlides\">\r\n                                                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/uploads\/2025\/07\/7466f2ab-fcbe-41d8-a7f7-54895a84a6cf-683x1024.jpeg\"\r\n                                 class=\"w-100\"\r\n                                 alt=\"Modal image 1\"\r\n                                 loading=\"lazy\"\r\n                                                                 sizes=\"(max-width: 600px) 100vw, 600px\" \/>\r\n                                            <\/div>\r\n                                <a class=\"prev-image-slide\"\r\n                   onclick=\"stopAllVideos('galleryModal-gallery-6a006f151e2ee-6255'); plusSlides(-1, 'galleryModal-gallery-6a006f151e2ee-6255')\">\r\n                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/arrow_right_alt.png\"\r\n                         alt=\"prev\"\r\n                         loading=\"lazy\" \/>\r\n                <\/a>\r\n                <a class=\"next-image-slide\"\r\n                   onclick=\"stopAllVideos('galleryModal-gallery-6a006f151e2ee-6255'); plusSlides(1, 'galleryModal-gallery-6a006f151e2ee-6255')\">\r\n                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/arrow_right_alt.png\"\r\n                         alt=\"next\"\r\n                         loading=\"lazy\" \/>\r\n                <\/a>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n    ","protected":false},"featured_media":4711,"template":"","agency_industry":[180,183,186,187,188,191,195,199],"agency_capability":[215],"class_list":["post-4710","casestudy","type-casestudy","status-publish","has-post-thumbnail","hentry","agency_industry-banking-and-financial-services","agency_industry-consumer-services","agency_industry-food-beverage","agency_industry-healthcare","agency_industry-insurance","agency_industry-nonprofits-government","agency_industry-retail","agency_industry-travel-transportation-tourism-hospitality","agency_capability-activation-event-experiential-marketing"],"acf":{"agency":[785],"icom_collaboration":"","logo_display":"white"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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