Some of highest rates of new HIV infection in Tanzania are among middle class married couples. The key reason? Infidelity. PSI, following a hugely successful campaign in Nairobi, decided to tackle the problem head-on. Through a series of realistic, if awkward and hard-hitting radio spots, our campaign is one of the most talked about and visible radio campaigns in years. The word “Michepuko” has entered the pop culture lexicon in Tanzania and is synonymous with reckless sexual behavior.