GondaI' Educational Media Center (GEMC) is one of the four educational media centers inrnAmhara Regional State. This study conducted on one of the programs in the station, namedrn'Yechalal' ; literary means 'everything is possible' which targets students to create awareness andrnstrengthen prevention activities towards HIV/AIDs and harmful trad itional practices. The studyrnaimed to examine the type of communication strategies implementing in the program and morernspecifically to analyze the appropriateness of communication strategies and to identify factorsrnthat could probably promote or/and hinder the communication process.rnThe study adopted qualitative methodology. Data was gathered from focus group discussionsrninvolving listeners of the radio program and from interviews administered to producers,rnteachers/coordinator of target li steners and the head of the station. Documents; implementationrnstrategies of the program and manual of the radio program was consulted as well. Conveniencernsampling technique was used to select the places, and purposive sampling technique to select thernparticipants. Theme analysis technique was used to ana lyze the data.rnIt was found that' Yechalal' radio program is utilizing an implementation strategy adoptedrnfrom participatory communication approach by empowering students. The results implied alsornthe designing stage of those communicat ion strategies did not involve listeners; this in turnrncaused a problem on exploiting the communication strategies properly and effectively.rnAnother result showed the participation of listeners is controlled by preconceived criterionrnand there was a problem of access ibility in using the media.rnThe principal conclusion was that 'Yechalal' radio program applied participatory comn:lUnicationrnapproach to pursue its objectives. Despite the fact that the communication strategies have anrnimpact on the process of communication in terms of achieving the program 's objectives, thernpract ice implied by the data showed the domination of planner's idea in decid ing target li steners'rnparticipation in the program.