With the support of staff, the activists then take the lead as the approach moves forward into the Awareness, Support and Action phases. In these phases, the activists lead informal, benefits-based activities within their existing social networks—fostering open discussions, critical thinking and supportive person-to-person and public activism among their families, friends, colleagues and neighbours. Together, they introduce the community and its institutions to the new concepts of power, encouraging a gendered analysis of power imbalances through four strategies: Local Activism, Media and Advocacy, Communication Materials, and Training. The combination of these strategies ensures that community members are repeatedly exposed to SASA! ideas in diverse ways within the course of their daily lives, from people they know and trust as well as from more formal sources within the community. Each phase builds on the other and addresses a different concept of power, with an increasing number of individuals and groups involved, strengthening a critical mass committed and able to create social norm change .