I co-founded IDENTITY AFRICA, a full-service advertising agency in Kigali, Rwanda. Our primary focus was on delivering Social Marketing, IEC, and BCC materials. (IEC: Information, Education, and Communications and BCC: Behavior Change Communications) We managed five of the largest brands in Rwanda for PSI, the largest NGO in Rwanda. These included two condoms, malaria medication, birth control, and water treatment. Tens of millions a year were spent on marketing, blanketing the country.