Case Study: heCareZA – Men Taking the Lead

In April 2025, our team worked with heCareZA, a digital mental health initiative that is an advocacy arm of the Centre for Analytics and Behavioural Change, and is focused on men and gender-based violence. As online narratives around victim-blaming, toxic masculinity,and the rise of incel culture were trending, our dialogue facilitators stepped in to meet the moment.

Incel culture is short for "involuntary celibate” and refers to an online subcommunity of men who express frustration at being unable to form romantic relationships, often blaming women for their lack of romantic or sexual success. Incel communities often promote misogynistic views, reinforcing resentment, normalising harmful language and, in extreme cases, justifying violence against women.

When a public figure questioned the credibility of a 7-year-old rape victim, our team facilitated difficult but essential conversations around survivor support, shifting the dialogue from defending freedom of speech to ethical speech and public accountability. We helped redirect the discussion from outrage to reflection, and by doing so, we reinforced the need to believe victims and challenge dehumanising narratives with care.

The heCareZA Safe Space on WhatsApp proved a turning point. Men who were previously disengaged or defensive began to reflect on their role in ending GBV. Some have since become community dialogue facilitators, aka change agents, themselves, using our tools to open conversations in their own homes, workplaces, and sports clubs.