GoC Boys was a research project to gather contextual information on young men’s lives to inform the GoC  design. Two primary objectives supported this goal, related to boys’ self and social spheres: Firstly, to understand game-relevant dimensions of boys’ lives, including phone use and engagement, media and game usage, aspirations,  conflicts, gender ideologies, and FP/RH-related behaviours and perceptions. Secondly, to explore the semiotic, social,  and normative context of young men’s understandings of FP/RH, gender and masculinity.