lucy: psi kenya decided to take on the campaign because primarily, there are very few organizations that do n 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 came up with mpango wa kando, which was actualllly what people felt describes this loving, long-term side relationship. jimmi: somebody needs to say something, and so i did. wambui: [speaking native language] tony: shock transmits, then, to how important this campaign is. tony: it makes sense. it's logical. and i think that's what really made the campaign work, that it's real, it's a social message. nicholas: mpango wa kando campaign is obviously achieving its goal. part of the goal is to stimulate debate. so you'll hear people discuss it in pubs, in formal outings, in the church. these were never, never discussed. tom: they identify with the campaign