This PSA was one of five we did for the YOU Campaign, a multi-pronged approach to HIV-AIDS executed across Africa with a tagline It Begins With You. This was the only time 54 Broadcasters in the continent came together on a common cause and gave ample airtime, broadcasting the range of offerings that we created over a three-year period. In this instance we were raising awareness on the the Mother To Child Transmission Of HIV. We chose an approach that was simple but simultaneously conceptual whilst not compromising on the need to take action. There is nothing as disturbing as losing children and this PSA raises the possibility of that, but the YOU Campaign philosophy was always about ensuring that Hope was never lost, that obstacles never overcame the possibilities, and this PSA continued on that Spirit.