EthiopikaLink is a radio show produced by Axum Pictures and hosted on Zami FM 90.7 six days a week for a total of 19 hours. The show is found to be the most listened radio program (out of all FM radio programs) based on a research conducted by an audience survey in Ethiopia (ERIS) in 2011. Besides, other recent surveys conducted via mobile SMS voting and public opinion gathered by other mechanisms indicate that EthiopikaLink is one of the leading popular shows with its own league of listeners. There couldn’t be other more convenient mediums than radio shows like EthiopikaLink in becoming instruments towards influencing the behaviour of listeners towards the desired communal traits. It goes without saying that the availability of radio in many households, both rural and urban, has made radio broadcast a convenient means of reaching out the society at large.