Background BRIDGE II formative research and literature review findings showed: – Lack of couple communication as a factor that makes men and women go outside of marriage for sexual satisfaction – Family value was an important element of influence on individual behavior – Partner reduction viewed as a good strategy toward HIV prevention BRIDGE II developed the Tasankha (We choose/Choices) Mass Media Campaign to strengthen risk reduction, individual/couple efficacy and collective efficacy – First phase focused on strengthening risk reduction, individual/couple efficacy, and collective efficacy.