'Men In The Know', a Care International in Vietnam project, developed sexuality training for men to promote safer sex within relationships and a trial of the training package with 2000 men. The focus on men arose from a previous course, 'Assertiveness Training Skills for Women for Protection from HIV/AIDS', during which the women expressed a desire for their partners to receive training in women's sexuality and safer sex in general. A participatory workshop focussed on two broad areas: a) imparting knowledge on the physiology of sex and b) challenging socio-cultural factors that shape sexual encounters.

A pilot component was also included, directed at men who visit sex workers, testing a new approach (social marketing) aiming to affect behavioural change through communication techniques commonly used in commercial marketing. The complexity and diversity of consumers is embraced by offering different groups of buyers similar products packaged in different ways. Similarly, CARE International in Vietnam tries to accept diversity by communicating safer sex messages in a variety of ways relevant to different groups of men. Key lessons include:

• Men are keen to learn how to change their behaviour, at least in the short term, to improve their own and their partners’ sex lives.

• Levels of sexual knowledge, attitude and behaviour differ from one man to the next: multiple communication strategies are essential depending on the individual and the desired behaviour change.

• Change in sexual behaviour does not necessarily lead to change in substantive gender inequalities that shape sexual relationships.