SASA! is designed to diffuse new ideas and behaviours to community members directly through, 1) mass media channels: TV, radio and posters displayed in shops, on gates, at local authority offices, health centres and in the market; 2) mid media channels: videos or dramas performed in public spaces in the community; and, 3) interpersonal communication with change agents: quick chats, community conversations and card games facilitated by community activists trained in SASA!. SASA! also anticipates that community members will be indirectly exposed to messages through ‘interpersonal communication’ among social network members about SASA! (e.g. peers, neighbours, elders). According to the theory mass and mid media channels are most effective in generating awareness, identification and knowledge about new ideas and behaviours [20, 26]. Interpersonal communication about the new ideas is, in turn, influential in persuading individuals to adopt or reject new behaviours [25, 28] and those more ‘homophilious’ or similar, such as peers, have the greatest sway .