This document summarizes a research project examining public service announcements produced by the BBC World Service Trust in Ethiopia from 2006-2007. The project aimed to promote sexual health among Ethiopian youth using radio programs. The research investigated production methods and the application of Western advertising techniques in a developing country context. Interviews were conducted with project staff and focus groups discussed reactions to different radio spots. The responses suggested the messages were generally clear but some content may have been seen as offensive. Overall reception of the radio programs was mixed due to the politicized environment and distrust of state-run radio.

2. Masters in Education Sam Coley 2008 “ The Hardest Sell” “ What are the practices and staff justifications behind the creation of public service announcements produced by the BBC World Service Trust’s sexual health and reproduction project in Ethiopia, 2006 – 2007?” Hypothesis

3. AIM: “To increase young people’s knowledge on key sexual and reproductive health issues and to empower them with the life skills they need to make positive decisions about their sexual health” FUNDED BY: EUROPEAN COMMISSION AND H.A.P.C.O. BBC World Service Trust in partnership with Radio Ethiopia A two year radio programme to promote sexual health among Ethiopian youth

14. Interviews

18. Other Research…

19. According to the Ethiopia Demographic and Health Survey in 2000, only 20.7% of households owned a radio: 61.3% of urban households and 12.8% of rural ones (CSA, 2000). A more recent survey found that around half (48.3%) of the population own a radio set (InterMedia, 2005).

20. A recent comparative study between 2003 and 2004/5 undertaken by InterMedia found radio listening had increased nationally from 59.5% to 74.7% of the population during that period.