Tough Stuff, a campaign for men's reproductive health


We began by trying to understand men’s point of view about their and their partner’s biological clocks. While researching we realized that most men are completely cut off from this conversation after high school, until the point where they decide to conceive with their partners. Often this involvement comes too late and couples can face infertility and abnormal or difficult births. The symptomatic issue we were addressing was men being removed from responsibility of family planning. However, we realized that the upstream problem we needed to address was lack of men’s awareness about the ticking biological clocks.


Our approach was to understand why men do not feel part of the conversation, even though they very much should be. Through our research, we understood that men have a strong perception of reproduction being a feminine issue. They are mostly uncomfortable talking about it amongst themselves and with their partner

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Our aim was to include reproductive health into the realm of fitness for men. Reproductive health, implies that people are able to have a responsible, satisfying and safe sex life and that they have the capability to reproduce and the freedom to decide if, when and how often to do so (WHO definition). We decided to create a campaign based in gyms across New York where most men come for taking care of their bodies. Our larger campaign called Tough Stuff is a campaign happens in the month of Movember in gyms across New York.