CARE works specifically with women's rights and economic independence. The fact that one in three women in their lifetime will be exposed to violence (WHO) worldwide is a major obstacle to equality.

Most campaigns deals with violence as the main issue, but we chose to focus on the attitudes that form the foundation of violence. To reach our goal of touching men, we had to move this issue closer to the target audience. We therefore decided to approach dads. Fathers will do everything to protect their children, primarily from the obvious dangers, but what about dangers you cannot see?