Wanting to raise public interest around the funding crisis for health in Sub-Saharan Africa and extend their support base to a young audience who would mobilise around this issue, ARASA turned to creative campaign tactics. Inspired by the correlation between excessive government spending on personal luxuries, like birthday parties and flash cars, and the “bling culture” of hip-hop and rap artists, ARASA created a mock music video, “Lords of the Bling”. The video was streamed on the internet, yet many of the local people did not have access to internet, so along with campaign information and props, they brought the film to the community through a local cinema.