There was an appreciation that CAs were both part of the community – “one of us” – but also had links to outside networks as they “walk with the people from SASA!” and received training. Together this appeared to accord them value in the eyes of participants, legitimising their role and the new ideas they were sharing. This participant illustrates how CAs were able to reach people in casual and intimate ways because they were both respected members of their social network and often familiar with community members’ lives:I saw him [CA] approaching me with a pile of materials. He gathered us together and said to me, ‘I am lucky I have met you because it is you who has married many women.’[teasing tone]...When we gathered he started asking us several questions. During the discussion I started telling him about family problems. In response he told me about the programme [SASA!] and that’s how I started knowing about those programmes. (10 M).