ABSTRACT
The Marxist Feminist camp considers masculinity as a social construction via a critique of gender power relations. Social marketing provides a framework with which to piece together theoretical approaches from different disciplines in order to initiate practical behavioural change; it is a strength of social marketing that it is accepting and inclusive of many theoretical approaches and disciplines. In a practical sense, social marketing segments populations or cultures so that marketing theory can then be applied to that population, or segment, using the marketing techniques most likely to succeed with that segment. Fanzines and comics, as means of sub-cultural expression associated with youth cultures, provide an 'authentic' media with which ideas and messages can be conveyed to young men. MEN-tal is a comic-book style resource aimed at a defined masculine cultural segment. Future policy developments should acknowledge the important role played by non-statutory and health-oriented organisations in promoting the mental health of men.
