OMNI Ethiopia has completed a community radio programme supporting digital financial inclusion across Ethiopia, reaching 15 towns through broadcast content and on-the-ground activations. Funded by the Gates Foundation and delivered in partnership with Shega Media, the programme used community radio as a trusted, accessible channel to promote awareness and adoption of digital financial services among underserved communities.
HOW IT WORKED OMNI
Ethiopia worked with 11 community radio stations to develop and broadcast practical financial literacy content, helping listeners understand how to access and safely use digital financial tools. Alongside the radio component, below-the-line activations were conducted directly in communities across 15 towns, bringing the programme’s messages to people in markets, community spaces, and gathering points.
WHY COMMUNITY RADIO
For many Ethiopians, particularly in rural and peri-urban areas, community radio remains a primary source of trusted information. By combining radio reach with direct community engagement, the programme made digital financial services messaging accessible to people who may not rely on smartphones or internet-based information. OMNI Ethiopia thanks the Gates Foundation and Shega Media for their partnership on this programme. Source: OMNI Ethiopia Organizational Profile