This project involves several components including a radio discussion programme, PSAs, mini-dramas, listeners clubs, media training, research, and partnerships with local schools and the national radio station, Radio Ethiopia.

The discussion programme, Abugida, broadcasts twice weekly and, according to the BBC World Service Trust, provides young Ethiopians with the opportunity to voice their opinions, pose questions, discuss solutions, and establish a dialogue with other young people on a range of sexual health issues. The PSAs and mini-dramas also deal with a range of sexual and reproductive health issues, and complement the discussion programme. Both the discussion programme and the PSAs are broadcast in 2 local languages, Amharic and Afan Oromo.

As part of the project, 73 listeners clubs have been set up in collaboration with local non-governmental organisations (NGOs) across the country. They provide a space for young people to gather, listen to Abugida, and discuss the issues together with a facilitator who mediates discussions. According to the organisers, these listeners groups are very active, and members frequently use their own money and time to introduce new listeners, organise events like coffee ceremonies and quizzes to promote sexual health, and travel to rural areas with cassette tapes of the programme to share it with more isolated communities.

The Trust is also working with schools to broadcast short, 15-minute versions of the discussion programme during break times. According to the BBC World Service Trust, many schools in Ethiopia have their own broadcasting systems, making it easy for them to broadcast programmes for learners. They are currently undertaking a pilot project with 10 schools.

In addition to partnerships with schools, the project also involves partnerships with Radio Ethiopia. Every 6 months, 4 producers from the station are invited to work on the radio programme, where they can develop their skills and make their own contributions. The Trust also provides media training to Radio Ethiopia staff - both producers working on the Trust's programmes, and other staff. As part of the initiative, they have also trained journalists and NGO staff on how to communicate about sexual and reproductive health issues to young people.

Youth, Reproductive Health

As part of project development, the Trust trained local researchers to carry out interviews and focus groups with young people across Ethiopia. The information gathered - about how young people in Ethiopia consume media and about their knowledge and attitudes around sexual and reproductive health - helped the production team develop programmes that were relevant and appealing to the intended audience. According to the organisers, the research also revealed a lack of knowledge of sexual and reproductive health, particularly about the effects of female genital cutting.

According to the Trust, Abugida receives between 100 and 250 letters every week, and listeners say the programme has helped them make informed decisions about their own health and sex life.

BBC World Service Trust is currently looking into ways in which the listeners clubs can be further supported with outreach training and resources.