The heCareZA programme is innovative and ground-breaking. Our aim is to disrupt the harmful narratives that perpetuate intergenerational violence in South Africa. We know that “hurt people, hurt people'' (attributed to Charles Eads, 1959). Therefore, rather than trashing men, we focus on fostering constructive relationships with men, engaging them as allies, and training them in dialogue facilitation to dismantle discrimination at scale on social media and beyond. This programme is run by the Centre for Analytics and Behavioural Change (CABC). The CABC was established to track and counter mis and disinformation, fake news, and divisive rhetoric that is promulgated online to undermine social cohesion, democratic integrity, and the stability of nation-states.