and therefore, the chahance that thehe next nek someone has hiv and it spreads like bushfire to the rest of the families. jimmi: i must admit, one of the things that surprised me was the aspect of also women playing a part of it. nicholas: we've got this strong force, people say, no, no, no, you are [indistinct] men only. women also do that. so people didn't know that, so we did some spots for women as well. erick: concurrent partnership realally is a great facactor in the spread of hiv, because you find that, this people, when they have these partners, trust comes in. so we find that these partners stop using condoms basically to all the partners. lucy: psi kenya decided to take on the campaign because primarily, there are very few organizations that t do national level mass media communications. tony: : for this particular vid, it became quite an interesting angle to us, social marketing. we've got a subject that's supposed to be to improve the lives of the people that we're trying to talk to. lucy: we pre-tested various concepts, various tag lines, various names, and eventually we cam