Kuunikira ndi gawo lofunikira kwambiri pamapangidwe amkati ndi akunja, zomwe zimakhudza magwiridwe antchito komanso kukongola kwamlengalenga. Pakati pa zosankha zosiyanasiyana zowunikira zomwe zilipo, zowunikira zimakhala ndi malo apadera chifukwa cha kuthekera kwawo kuwunikira. T
Kampaniyi ili ndi lingaliro la "ubwino wabwino, ndalama zotsika mtengo, mitengo ndi yololera", kotero ali ndi mpikisano wamtengo wapatali komanso mtengo wake, ndicho chifukwa chachikulu chomwe tasankha kuti tigwirizane.
Woyang'anira kampani ali ndi luso la kasamalidwe kolemera komanso malingaliro okhwima, ogulitsa ndi ofunda komanso achimwemwe, ogwira ntchito zaukadaulo ndi akatswiri komanso odalirika, chifukwa chake sitidandaula za malonda, wopanga wabwino.