The campaign highlights the importance of promoting openness and support in order to lead people to greater adherence to the "ABCs" (abstinence, be faithful, or use condoms) of HIV/AIDS prevention. Such small actions include discussion about HIV with family members, friends supporting each other to avoid risky situations, and community leaders speaking openly about HIV and the ABC approach.

Nditha! messages are heard on MBC, Capital FM, Power 101, and TransWorld Radio. Billboards and community outreach events take place in Lilongwe, Blantyre and the eight BRIDGE emphasis districts (Balaka, Chikwawa, Kasungu, Mangochi, Mulanje, Mzimba, Ntcheu, and Salima). The campaign also distributes posters and print materials to health centres, NGOs and community-based organisations (CBOs) nationwide.

HIV/AIDS.

The campaign is based on research conducted by the BRIDGE project, which showed that knowledge and awareness of the "ABC" messages is high among Malawians. However, prevention efforts are impeded because many Malawians feel they have little control over their lives and more especially they do not believe there is anything they can do to prevent HIV infection. Prevention efforts are further hampered by the lack of open communication around HIV and AIDS issues and the relative lack of personal risk perception that respondents felt.