Objectives: To study reproductive health needs of Shanghai people, and to develop appropriate measures to meet their needs.Methods: Statistical analysis of 24 hours reproductive health hotline data 4,000 random sampled sex questions, comparing answers from differen t gender and different questions (sex questions vs other non-sex questions).Results: During the first 9 months a total of 44,216 calls wer e received by medical staff. The callers included various age groups (aged 12-7 8), different marital status, from Shanghai and outside. In total, the numbers o f men and women on hotline calls were almost same. The contents of the hotline c ounseling covered all aspects of reproductive health care; among them, the issue concerning male and female sex problems and prenatal and infant health care con stituted 26.5% and 34% respectively. Men asked questions about sex more frequent ly than women, whereas women asked questions more about baby care. Questions a bout sex problems were asked more often in the late evening until next early mor ning. Conclusions: Shanghai people showed higher needs in sexual heal th care, prenatal care and baby care. When they came across some related problem s or confusions, they would like to receive the professional instant counseling. Relevant health care programmes should be established in order to meet the fer tile-aged publics reproductive health needs.