A multi-component, place-based approach to improving men’s health and well-being in disadvantaged areas: A qualitative study

Background: Men in high-income countries tend to live shorter lives than women and are far more likely to die by suicide. This study examined the BoroManCan campaign, which was implemented in Middlesbrough, northern England, to improve men’s health and well-being. The key components included a website and podcast to share men’s stories, Men’s Health Champions training, and funding for grassroots interventions. Methods: Semi-structured interviews with 18 BoroManCan stakeholders (staff/volunteers, partner organisations, and intervention deliverers) were conducted by academic researchers, while local men trained as peer researchers interviewed 23 community members (22 men and 1 woman). The transcripts were analysed thematically. Results: Five themes were developed from the data: the need for gender-specific, place-based approaches; mobilizing available resources; responding to the COVID-19 pandemic; early impact of BoroManCan; and suggested areas for improvement. The BoroManCan approach was perceived as successful in delivering and supporting activities tailored to the needs of local men. However, the campaign relied heavily on goodwill, raising questions about sustainability. Conclusions: This study adds to the evidence base around developing complex, place-based approaches to improving men’s health in disadvantaged areas. Further research is needed to examine the effectiveness of gender-sensitive approaches which actively seek to address masculine norms.