The purpose of th is study was to explore the ro le of public serv ice announcements as behav iorrnchange tool in maternal mortality red uction efforts in Ethiopia . The study aimed to identify thernkey awareness messages in the PSAs and sought to see if they were constructed in line withrnhea lth communication theories and standard PSA des ign strategies. Content Analysis was usedrnas the main methodology for this study. Interv iew with the PSA production team was also usedrnto supplement the content analysis. Health Belief Model and Social Cognitive Theories werernused to inform the ana lys is and discussion in five thematic areas (The Awareness Message in thernPSAs, the Instructions and Cues to Action, Content Construction, Mechanical and StylisticrnFactors ofthe PSAs and the Messenger).The findings ITom the study show that awareness messages were communicated on the dangersrnof home births and other barriers to safe motherhood including cultural beliefs, practices andrnhealth facility problems. Most of the designs of the PSAs prove to be in line withrnrecommendations ITom the Social cognitive theory and hea lth belief model as well as effectivernPSA designing strategies. However, in-depth theoretical foundations have not been laid in somernof the PSAs. There were gaps in incorporating key community beliefs that prevent women fromrnseeking care. Reinforcement messages to adopt the behavior recommended and so urce ofrninformation for further inqu iry for pregnancy related concerns have not been clearly stated tornincentivize audience to think abo ut taking actions. Creative and artistic appeals for the messagesrnhave not been dealt with adequately in the PSAs. Desk reviews of evidence may not necessarilyrnprovide full picture of problems. Therefore, contextualizing theoretical base and pretesting of thernPSAs among the target audience could have provided more insight and community wisdom tornidentify practical appea ls to incorporate in the PSAs and motivate behavior change.