In the spirit of upholding the principle of public participation under Article 10 of the Constitution (2010), efforts of positive change must be driven in a manner that provides for citizen involvement and engagement in terms of the gains of and the responsibilities within a constitutional culture. This is why it is important that mindset and behavior as an intervention strategy brings on board all the relevant stakeholders. The need for active involvement of the public cannot be overemphasized and behavior change can only be realized against the backdrop of correct information communicated in a consistent manner by talent and experience.
Creative media concept observes that presently there are few, if any, civil organizations that have the capacity, tools and methodologies of successfully and actively involving the public to promote their agenda. This is because they do not involve the victims in promoting the change by telling their own stories as is. Hence development messages hardly get to the public in the desired context. CMC therefore fills this gap by offering the right expertise, the right mind, the right medium and the right language to ensure effectiveness.