It’s 5:45pm, and we set off from Musanze to Gakenke town both in Northern Province. The 20-kilometre journey is just like any other in the countryside one has to endure endless dizzying sharp bends, though the roads are exceptionally good.

 You will also have to enjoy a picturesque view of planned rural settlements, foot hill terrace farms, cattle paddocks, green valleys and swamps.

By the time we get to Gakenke town its dark. We are welcomed by loud music and a huge illumination of light on one side of the street and people standing in small clusters, some singing and dancing along on one side of the street.

It becomes clear that  the Northern region  Society For Family Health (SFH) team is erecting mobile cinema equipment.

It is not long before the master of ceremonies roars into the micro phone; challenging the residents to mention the various health products SFH offers and their respective purposes. Responses from them are an indication the organisation is familiar with the masses at the grassroots.

It’s not long before the about 30 minutes documentary on water purification using P&G and Sur’Eau; both products marketed by SFH starts.

At the end of it, Aline Mukantarama, a resident of Gakenke Sector and a mother of four, is vividly impressed.

"I have seen that product (a 50-mililitre Sur’Eau bottle) before in shops but did not know the kind of purpose it served.  Now that I do, water borne diseases are going to become history in my home.”

Doreen Uwakabonye, a mother of two and also a resident of the area, said she will no longer have to spend on firewood a lot.

"I spend about Rwf1,000  on buying firewood every week. Now that I know the Rwf250 150-mililitre Sur’Eau bottle can be used to purify 1000 litres of water, my expense will obviously reduce,” she said.

James Byiryingiro, the SFH Northern region team leader, said Mobile Video Units (MVU”s) are an effective tool in sensitising masses since experiences are easily shared.

"Videos give a vivid picture to the audience, it’s close to an on-site experience, people get connected easily to them, that’s why we think they are an effective tool in behavior change,” he says.

He adds that they ensure performances by artistes is always part of such promotions as it helps in drawing people.

Byiryingiro said about 21 sites are visited for MVU promotions every month in the region, adding that they work with district and sectoral health officers to find out areas which are in dire need of a particular product or service or product.

"If for instance we discover that an area is infested by prostitutes, we tailor our videos with HIV/Aids-related messages before staging the exercise,” Byiryingiro said.

"Our promotions take a whole day. During the day, we carry out ordinary product marketing   and at night cinema shows so as to target various audiences.”

He adds that before this kind of promotion is staged, SFH Community Based Organisations (CBOs) mobilise the public a week prior.

Other methods of sensitisation used in the region include interpersonal communication, door-to-door mobilisation and rapid promotions, among others.

This region benefits from all SFH programmes such as HIV/Aids, malaria prevention, safe water, family planning, and nutrition.

The SFH-run social marketing programmes are sponsored by the US Agency for International Development.