Attending a college or university opens a new chapter in a young man's life, and with it comes new experiences, freedoms, and responsibilities. Young adult males in particular are prone to risky behaviors as a result of peer pressure, and this can affect their health. As a result of this risky behavior, reproductive and sexual health could be compromised. Historically, reproductive health (RH) services have predominantly served women and undeserving men. Young men have significant reproductive health risks in the form of sexually transmitted infections (STI). Male sexual behaviors directly affect their female partners' health, and their shared decisions about reproductive health play an important part in preventing unintended pregnancies. The office of Population Affairs, Office of Family Planning (OFP), in partnership with five agencies and one research-coordinating center, has implemented a four-year comprehensive service delivery model to increase the number of males accessing family planning, reproductive health services. This paper describes the process of implementing male reproductive health services in a university clinic in western Massachusetts. The Service Innovation Model includes: 1) restructuring the clinic environment (physical setting, materials, and Internet presence), 2) staff training, and 3) campus outreach. [ABSTRACT FROM PUBLISHER]