The media has long held the power to inform, educate, and entertain, serving as one of the most influential tools in shaping public perception and inspiring social change. In today’s digital era, media, especially digital and broadcast platforms, continue to play a critical role in promoting awareness and driving behavior change.
Why Radio Still Matter?
Despite the rise of digital media, radio remains one of the most powerful communication tools, especially in rural areas. Many Ethiopians, both in rural and urban communities, continue to rely on radio for regular, reliable updates, making it an essential medium for reaching large, diverse audiences.
Understanding this, Kelem Ethiopia launched a 16-week radio campaign, broadcasting 30-minute programs weekly to create awareness on environmental protection through its Urban Youth Employment and Environmental Protection (UYEEP) project. These sessions aimed to engage listeners in topics such as environmental protection, waste management, plastic recycling, and climate change.
Although measuring immediate results proved challenging, early signs of behavioral change were observed among listeners. Communities began showing increased awareness of proper waste identification, waste disposal, and recycling practices, indicating the program’s success in stimulating positive action.
Transforming Attitudes on Waste Management
The radio awareness campaigns were complemented by live audience interaction in addition to the community conversation sessions conducted at the grassroots level, ensuring deeper engagement beyond the airwaves. These discussions created space for reflection, dialogue, and local ownership of solutions. Through the radio programs, we are able to reach about 200,000 people.
According to Mulumebet Demeke, UYEEP Project Coordinator at Kelem Ethiopia, one notable outcome was a paradigm shift in community attitudes toward plastic waste. Residents began to recognize that plastic waste is not mere trash, but a potential source of income. This new mindset led to cleaner surroundings and reduced waste blockages in key areas such as the target cities’ drainage systems. The shift in perception has not only improved environmental cleanliness but also created livelihood opportunities for many.
Additionally, by working with social media influencers, Kelem successfully reached more than 3 million people through 44 videos on Tiktok, Facebook and LinkedIn posts. This initiative encouraged communities to actively engage in understanding the severity of environmental pollution and the importance of addressing it with proper attention. Beyond reaching the people with awareness raising and attitudinal changes on environmental protection, climate change and plastic waste management (Like + Share + Voters) more than 320,000 people were directly engaged and reacted though social media challenges.
Media for Gender-Based Violence (GBV) Prevention
Kelem Ethiopia also extended its media engagement to address gender-based violence, an issue of growing concern across communities. Through forum dramas, interviews, and interactive radio discussions, the programs reached over 100,000 listeners, raising awareness on GBV prevention, reporting mechanisms, and legal protections.
The open discussions about court cases and legal processes helped build trust in justice institutions, encouraging more victims to seek legal redress. This marks a significant step toward reducing silence around GBV and empowering individuals to take collective action against it.
A Medium for Transformation
The experiences of Kelem, Ethiopia, demonstrate the transformative power of media in shaping attitudes and influencing behavior. By blending traditional communication methods like radio with community dialogue, the organization successfully amplified awareness, strengthened civic engagement, and inspired communities to protect both people and the planet.
As media continues to evolve, one thing remains certain: when used thoughtfully, it can be a powerful catalyst for awareness, accountability, and lasting social change.
Author – Hassina Ousman
