Changing the Script: Men’s Health, Vulnerability, and Real Strength

We’ve all seen it: the “real man” myth. The unbreakable guy who never shows weakness, never gets sick, and definitely never talks about his feelings. Thanks to that, men were fed narratives that prize brawn over vulnerability, and give no space for genuine health concerns. Because, hey, who needs a checkup or a good cry when you’ve got muscles of steel, right?

This “strong, silent” archetype isn’t just a harmless trope. It’s a deeply ingrained expectation that has real, often devastating, consequences. Men have been conditioned to believe that prioritizing health, or even acknowledging pain, undermines their masculinity.

In contrast, while women often feel the pressure to put family first, taking on the role of caregiver and neglecting their own needs, they’re still more likely to talk about health and lean on supportive networks, which helps normalize seeking medical care. Men, on the other hand, face a much less supportive environment – where admitting pain or vulnerability is seen as weakness. This self-reliant, stoic attitude means men often delay getting help, making early diagnosis rare and turning health issues into life-threatening situations.

The Consequences Are Dire

The impact is severe. Men are statistically less likely to seek help for mental health struggles, leading to disproportionately high rates of depression and suicide. On the physical side, the avoidance of regular health checkups means conditions like heart disease often go undiagnosed until it’s too late. Even preventable illnesses escalate because seeking medical advice can feel incompatible with the ingrained expectation of “toughing it out.”

The numbers paint a stark picture.

• Heart Health Under Pressure: The World Heart Federation’s 2023 report emphasizes the urgent need for robust health systems to address cardiovascular diseases, which are increasingly prevalent among Indian men. (world-heart-federation.org)
• Rising Cancer Cases: India’s status as the “cancer capital of the world” is becoming alarmingly real. A 2024 Apollo Hospitals study, reported by TIME, projects cancer cases to rise from 1.39 million in 2020 to 1.57 million by 2025, with lung, mouth, and prostate cancers being the most common among men. (time.com)
• Erectile Dysfunction (ED) Concerns: A 2024 study published in BMC Public Health highlights the rising prevalence of ED among men, particularly those with diabetes. Projections estimate that up to 322 million men globally could be affected in the near future. (bmcpublichealth.biomedcentral.com)

A Cultural Shift Is Underway

Thankfully, the cultural tide is starting to turn, even if slowly. We’re seeing a more holistic take on what it means to be healthy, where self-care isn’t just about pumping iron at the gym but also about looking after your heart, both literally and figuratively. Conversations are expanding to cover everything men have been quietly dealing with but rarely talking about, including the often overlooked concerns like sexual health and prostate cancer.

Pop culture is playing its part. When someone like Virat Kohli discusses how chronic stress affects his performance, it makes headlines. Publications like Men’s Health are normalizing conversations around erectile dysfunction and hormone imbalances, acknowledging the emotional toll of these issues.

Brands Stepping Up

Brands are also taking a stand, using their platforms to break the silence around men’s health:

I. Bold Care

Bold Care is a men’s health and wellness brand that addresses issues such as sexual health, hair care, and overall well-being. In 2024, they launched a campaign featuring Bollywood actor Ranveer Singh to destigmatize conversations about men’s sexual health. The campaign saw over 50 million plays on social media, and the brand continues to host insightful Q&A sessions on men’s health.

II. Man Matters: India’s First Digital Health Clinic for Men

Man Matters is redefining men’s health with a comprehensive digital health clinic that offers personalized solutions for hair care, skincare, sexual health, and nutrition. By providing access to medical experts and science-backed treatments, the brand encourages men to build healthier habits and manage stress. Their emphasis on holistic well-being and counseling creates a supportive environment, making self-care accessible and stigma-free.

III. Pathkind Labs: #MenToBeHealthy

Pathkind Labs made waves with their #MenToBeHealthy campaign, which directly addressed the health issues men tend to ignore. Through striking visuals and bold messaging, they aimed to break down the stigma around men’s health and emphasize the importance of regular checkups and proactive care. This campaign is a call for men to take charge of their well-being, sparking much-needed conversations about preventative health.

IV. Be A Man, Yaar! By Yuvaa Originals

This chat show, hosted by Nikhil Taneja and produced by Yuvaa Originals, dives into positive masculinity by featuring candid discussions with notable personalities from various fields. The show addresses topics such as mental health, emotional expression, and societal expectations of men, thereby contributing to the broader discourse on men’s health in India.

These campaigns prove that men’s health content can go beyond being just another marketing buzzword. When done right, it sparks real, culture-shifting conversations.

How Marketers Can Make a Difference

Creating impactful content around men’s health requires authenticity, sensitivity, and a willingness to challenge outdated norms. Here’s how to do it:

• Change the Narrative: Highlight the pressure men face to always seem tough. Challenge this by normalizing vulnerability and showing that seeking help is a sign of strength.
• Break Stereotypes: Move beyond outdated, macho tropes. Explore a modern view of masculinity that values self-care and emotional well-being, making your message fresh and relatable.
• Go Holistic: Address men’s health from all angles. Blend physical, mental, and emotional well-being in your messaging to show that health is interconnected.
• Collaborate Smart: Team up with health experts and advocates. Their insights will make your content credible and impactful while keeping it sensitive and relevant.

A New Vision for Men’s Health

The 2024 theme for International Men’s Day, “Men’s Health Champions,” reminds us that promoting men’s health and well-being is something we all have a part in. Genuine, thoughtful campaigns that talk openly about men’s mental, physical, and emotional health can do a lot  more than raise awareness. They can create real change. By embracing vulnerability and encouraging men to prioritize their health, we can build a stronger, more compassionate society that supports everyone.