ODE TO MEN

HeCareZA is a purpose-driven digital platform committed to promoting men’s mental health, emotional well-being, and violence prevention across South Africa. This peer support network (created as an activist arm of the Centre for Analytics and Behavioural Change) provides access to practical tools, expert guidance, and a safe space where men can reflect, heal, and take positive action. Central to HeCareZA’s mission is helping men understand their role in ending gender-based violence (GBV) against women and children—by fostering empathy, accountability, and real behavioural change.

We produced this content film to spotlight men who are already taking a stand. Whether they’re speaking out against toxic masculinity and misogyny, showing up as better fathers, or supporting friends through emotional struggles with empathy, these men are reshaping what it means to be strong. The beat poetry-style narration, paired with a fast-paced, emotive edit, captures raw, real moments of men navigating daily life, complex emotions and breaking cycles of harm. It’s not just a content film; it’s a motivational, inspirational video, that’s an homage to the on-side men.

By recognising men who model kindness, respect, and vulnerability, we help normalise healthier expressions of masculinity. The film invites viewers to join the HeCareZA movement and become part of the growing community of men who are choosing to listen, learn, and lead with love. It also directs viewers to the website’s free resources, including dialogue skill kits designed to encourage open, honest conversations.

Iron Heart stands for social justice work. We call ourselves an ad agency for good, because we’re focused on collaborating with good people and good clients and making great work that makes a positive difference in this chaotic world. We were privileged to work on this project that aims to solve the GBV crisis from a totally different angle. “Ode to Men” shows that men are the solution to the problem, and seeks to inspire all men to become role models. 

Sound design within the audio track by Josh Thatcher at 9th Street Studios adds another dimension of emotion and impact, helping the message land with a goosebump build-up and dramatic climax.