ABSTRACT
One of the things that is still in the spotlight for the Surabaya City, Indonesia, government is the population density. It makes city officials take strategic steps to increase public participation in family planning program. One of the programs being promoted is male family planning with vasectomy method. In order for this program to be widely known, public service ads will be made. The ads take consideration of perceptions and self-concept of the target. The method used in this research is descriptive qualitative, with in-depth interviews as data collection instruments. This research informant consisted of five people who were the target of the male family planning program using vasectomy methods, namely men, Surabaya residents, aged 25-49 years old, married and already had a child of at least one person. The results show that the target has no negative perception towards the program and willing to participate when they feel it is necessary. They also want to be seen as responsible and useful people for their family and surroundings. Thus the ads to be made are advisable to lift it as the main message.
