Comparisons between males and females reveal that men are more likely to die earlier than women and that this so-called trend is due to men's reluctance to seek help (Creighton, G., & Oliffe, J.L. , 2010). Research conducted in the United States shows that men are more affected by serious chronic diseases and die almost seven years earlier than women (Courtenay, WH, 2000, 1385). It is fair to say that health, in general, has not been a major concern for men (Stibbe, A., 2004). This stems from the belief that men almost never put personal health as the main priority in their lives and in general are often reluctant to ask for help when they encounter problems in daily life (Addis and Mahlik, 2003). Hegemonic masculinity is argued to be a contributing factor to this and, in itself, promotes exposure to unhealthy behaviors, which are actually harmful to an individual's health (Matthewson, SH, 2009). Hegemonic constructions of masculinity maintain the image of a man as strong and resilient and therefore discourage any type of positive health behavior (Matthewson, SH, 2009). Hegemonic masculinity is created through discourses and these discourses demonstrate that it is natural and perhaps even inevitable for men to behave in certain ways (Stibbe, A., 2004). Not only that, but the emphasis on male independence and self-sufficiency works against help-seeking behaviors in males (Matthewson, S.H., 2009). Research suggests that men who adhere to masculine ideologies and beliefs are less likely to engage in positive health behaviors (Matthewson, SH, 2009) and that in fact men are reluctant to seek help from professional institutions (Addis & Mahlik , 2003). It is important to note, however, ... half of the paper ...... International Development Working Papers, 1-31. Retrieved from: http://www.isn.ethz.ch/Digital-Library /Publications/Detail/?ots591=0c54e3b3-1e9c-be1e-2c24-a6a8c7060233&lng=it&id=137047Kurian, G. (2002) The changing role of the husband /father in dual income family in South Africa. Journal of Comparative Family Studies 33(3) 401-415Engle, PL (1997) The role of men in families: achieving gender equality and supporting children. Gender and Development 5(2) 31-40. DOI:10.1080/741922351Tanfer, K. & Mott, F. (1997) The meaning of fatherhood for men. “Workshop on improving data on male fertility and family formation”. Urban Institute, Washington DC Retrieved from: http://fatherhood.hhs.gov/cfsforum/apenc.htmStibbe, A. (2004) Health and the Social Construction of Masculinity in Men's Health Magazine. Men and Masculinities, 7(1), 31-51. DOI: 10.1177/1097184X03257441