Abstract
ABSTRACT Objective: to analyze the implementation strategies for adult men's health actions in Primary Care. Methods: action-research conducted with 12 adult men and 14 health professionals from a Family Health Unit in the municipality of Salvador, Bahia, Brazil. Multiple data production techniques were employed, namely: systematic observation, semi-structured interviews, field diaries and contextualized photography, across the action-research stages. Thematic Content Analysis and interpretation based on the axes of the National Policy for Comprehensive Men's Health Care were used. Results: three categories emerged from the conceptions of men and health professionals: health care for men, differentiated strategies, and lessons learned. Discussion: the culture of the strong, unyielding provider man who does not get sick and considers illness as a sign of weakness exacerbates toxic masculinity, requiring a transformation through acknowledging that men are not inherently averse to care but, rather, they are socially shaped. Conclusion: recognizing the institutional barriers became important for the discussion regarding access to health services. The action-research challenges and potentialities enabled the elaboration of an action agenda to enhance access and welcoming at the study health unit.
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