Men and boys are less likely to be tested for HIV, less likely to access treatment, have worse adherence and are 70% more likely to die from AIDS than their female counterparts. Quite evidently, this is bad for men. But it is also bad for their sexual partners, their families, their communities, and the health systems that serve them. It is bad for the HIV response. This short film showcases promising practices from Kenya, Swaziland and South Africa that are working to strengthen HIV-related service provision for men and overcome harmful notions of manhood that lead to increased risk taking and gender-based violence.