Dramas and videos (mid media channels) appeared to generate identification among participants and understanding of the causes and effects of IPV. This is evidenced by the narratives on realistic storylines facilitating identification while also modelling alternative perspectives and behaviours. This underscores the importance of developing program content that closely reflects the lives of people in the specific context. The concurrent influences of interpersonal communication with CAs and community members then appeared to give the media messages credibility, facilitating favourable attitudes towards them and encouraging behaviour change. Consistent with many diffusion studies [20, 25, 41], this concurrent influence was the most influential factor in the uptake of new ideas and behaviours. Our quantitative data showed interpersonal communication channel exposures alone (i.e. discussion activities with a CA, seeking CA advice, and talk about SASA! with partner, peers and elders) were associated with relationship change after controlling for the effect of all exposures, whereas materials and mid media exposure were not.