Asha Mwanachawa, a young wife and mother in Kwale, Kenya, wanted desperately to talk to her husband about purchasing an insecticide-treated net (ITN) to protect their growing family from the dangers of malaria. Asha had learned about ITNs from an educational session at her clinic while pregnant with her first child. But her pleas to her husband to purchase one went unanswered. But when a water sports festival in her village was held, her husband was enticed by the fishing contest and prizes. In the course of information sessions given during the festival, he learned about malaria and the benefits of ITNs. This is one example of how social marketing can be used to popularize healthy behaviour in poor countries.