"BBC Media Action is helping to reduce the transmission of the coronavirus in Somalia by using a media campaign ‘hello hope: bye bye COVID’ to encourage uptake of preventative behaviours. Informed by research we are challenging attitudes and beliefs around coronavirus transmission and encouraging behaviour change through presenting preventative behaviours as: Being a responsible member of your community; showing you care and respect others; the right thing to do as a Somali. The campaign features: Ten audio PSAs broadcast on national and local radio featuring a witty character called Captain Suleiman, a radio disc jockey who encourages uptake of preventative behaviours while responding to listeners troubles in an ‘agony aunt’ style format. Eight stand-alone video PSAs distributed on TV and social media, produced in a variety of styles and featuring different characters including a caring grandson, a poet, an imam and a visually challenged TV anchor [...] PSAs have reached approximately 4.8 million adults (57% of the Somali adult population), 46% directly and 11% indirectly (see more information on the following pages). Audiences reported that the PSAs had improved their knowledge around COVID-19 preventative measures, with 65% of the PSAs audience reported to have learned ‘a lot’ after watching/ listening to the PSAs. 58% reported to have learned something about ‘handwashing/ hands hygiene’, and 44% reported to have learned something about the importance of wearing a mask. 61% of the audience reported to have discussed the PSAs with other people. This is also a very positive outcome, since discussion within the family/ community is a key driver of behaviour change." (Page 1)