To address the opposing ideas of what it means to be male in Cambodian society, FHI created a competition-based reality TV show, based on the principles of entertainment-education, where the winner would exemplify what it means to be a real man. Six male contestants competed in various activities that illustrate the challenges in living up to this role. The issues addressed in the show included: gender equality and respect; sensitivity in relationships, self-control, and self-determination in the face of peer pressure and destructive masculine norms; a man's duties in HIV and sexually transmitted infection (STI) prevention; and his broader duties to the nation, to society, to his family, friends and to himself. Visitors to the You're The Man website may view episodes and read about the contestants.

Gender, HIV/AIDS.

FHI, in collaboration with Population Services International, conducted a qualitative research study on male clients in 2007. It found that male social groups, with accompanying alcohol consumption and peer pressure, were often the context for sexual decision-making. Ideas about masculinity in Cambodian society include a strong commitment to this male social group, including heavy drinking and commercial sex. But masculinity also includes concepts of responsibility to the family and to female partners, and to leadership. The diversity in these roles presents a conflict for Cambodian men.