In rural Ethiopia, many people are illiterate, there are few televisions and internet access may be a few days' travel away. Radios, however, are widely owned and extremely popular.

Media can be a forum for change. It can spread information to a wide audience, provide an opportunity for debate and encourage new ways of thinking. By engaging rural audiences through entertaining dramas and talk shows, a platform is created for education on issues that are highly relevant to these areas but are seldom discussed.

Cutting-edge talk show Abugida promotes sexual health

Surrounded by acute poverty, poor infrastructure and a lack of openness, young Ethiopians are exposed to widespread sexual and reproductive health problems, some of which are not only distressing but fatal too.

In 2008, Ethiopiaid provided funding for an innovative and thought provoking radio show, Abugida, aimed at young people, especially young women. The provocative, compelling, and informative show now reaches two million people a week but the producers are hoping to reach an even wider audience over the coming months.

The show adopts a lively, magazine style and includes interviews and discussions to help those with a desire for knowledge about HIV/AIDS, other sexually transmitted infections, early marriage, and potentially dangerous cultural practices such as female genital mutilation.

Abugida in Action

The show receives hundreds of letters with both personal and general questions. Although radio is a very public medium - anyone can listen - it is also very private. It gives the protection of anonymity to people who might otherwise be afraid to ask about the things that really concern them. A team of experts is on hand to discuss the issues that the audience cannot ask in school or of their parents.

"Stacks of mail from listeners are proof of the value of a provocative and informative radio show reaching two million people a week". David Mowbray, Director, Africa, BBC World Service Trust

Ground-breaking rural soap Filega stimulates debate

In 2006, Ethiopiaid agreed to fund a new education radio drama called "Filega" (Amharic for "The Quest") which is aimed at tackling social issues in rural areas including gender equality and HIV/AIDS. Filega uses drama and humour to stimulate debate about the challenges facing rural communities, including:

• Access to water and food
• Deforestation and soil erosion
• Poor sanitation and hygiene
• Gender relations
• Sexual and reproductive health
• Early marriage

The storyline in "Filega" concentrates on a handful of key characters with whom audiences can readily identify.

The drama is set in rural Ethiopia, with storylines including a love triangle, family feuds and murder - it has been described as the Ethiopian version of "The Archers"!

A fan of Filega - a new educational radio drama

"Filega" was produced in Ethiopia by the BBC World Service Trust, in collaboration with the Amhara Mass Media Agency (AMMA) using a cast and production team composed of local Ethiopian talent.

The first episode of the 18 part series was broadcast in February 2007 when "Filega" was given a prime-time Saturday evening slot. Audience reviews have been extremely positive and qualitative surveys show many are taking on board the messages being conveyed.

"I wanted to create a drama where every character is on a quest for personal and material improvement. I wanted to show how people can empower themselves to change their lives - both individually and as part of a community." Beminabu Kebede, Writer and Director of Filega