"Through understanding audience members’ priorities, views and experiences, Yay Kyi Yar ['Towards Clearer Water', a factual magazine radio programme] has been able to engage and inspire people. Listeners were driven by stories of ‘people like them’ achieving things they had not thought possible, which motivated them to change their own practices. The research evaluation found that listeners are most interested in, and likely to remember, content that is relevant to them. For most people, this means information about how to make their money go further – content that they cannot readily access elsewhere. The information that listeners particularly appreciated and were most likely to act upon was guidance that was simple to understand and easy to put into practice. U U Pike San ['Mr Money', a radio character who is funny and speaks in a clear and simple way] was key to audience appeal because of his humour and his practice of sharing one simple, achievable action per episode. This research briefing focused on the financial management information included in Yay Kyi Yar. However, the evaluation found that listeners also gained knowledge about how to manage the risks of migration from listening to the programme. Listeners who were either migrants or potential migrants themselves, or who had migrants in their family, were particularly interested in the information on jobs and migration shared on the programme." (Conclusion, page 7)