The Uungwana Initiave is a values, attitude and behavioral change campaign that is the brainchild of Ken Njiru. The Uungwana Initiative rests on three pillars namely, Jifahamu (or know yourself), Jiweze (take control of yourself) and Jitolee (give yourself to yourself first, then to the community and the world).

MFA assisted in the development of communication strategy for behavioral changes (morals and values) in collaboration with Ken Njiru at no cost. MFA prepared TV infomercials for the Uungwana initiative. Following this strategic imperative, MFA supported the development of messages aimed at encouraging good national norms and social values under the Uungwana Initiative. This initiative was seeking to promote mutual respect in Kenyan society and called on citizens to move from mediocrity. This support was rendered to Uungwana Resource Institute and included supplementing the production costs of Public Service Announcements (PSA’s) on uraia, utu, responsibility, politeness, trustworthiness, courage and justice. These PSAs aired on radio and television.