In 2013 Oxfam invited Jillian Edelstein and Esther Freud to travel to Zambia to report on a nationwide programme called I Care About Her, which engages men and boys as allies in the fight against violence against women and girls (VAWG). National television and radio talk shows sparked debate about gender inequality and VAWG School groups challenged girls and boys to act against VAWG from a young age. Mass marches saw thousands of men taking a stand against violence against women and girls. The Oxfam  I Care About Her training methodology has been implemented in colleges for police officers and teachers.
More than that, I Care About Her is making a real difference for Zambian women. Some areas where the programme is being implemented now see fewer cases of VAWG, and women and men are able to have more fulfilling relationships.