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The case study shows how MenCare, a global campaign to help increase men’s active involvement in care giving, has spread to 100 partners in over 50 countries. In Rwanda, the campaign has reduced men’s use of violence against their partners and children; increased men’s contributions to child-care; and equalized power dynamics and decision making in the household among other things. The campaign has achieved scale globally by using a mix of different routes to scale, including: horizontal scaling whereby partners use and adapt its methodologies to educate men and shift attitudes and social norms about fatherhood and healthy, equitable and non-violent parenting practices; vertical scaling via advocacy to influence visible policies; and in-depth scaling via continuous improvements to the campaign methodology informed by learning and evaluation.

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