This study examined the effect of road traffic safety radio programs onrnroad use behavior of audiences and the communication strategies beingrnemployed to achieve this purpose. Both quantitative and qualitativernapproaches were chosen as methods of inquiring for this study. To collectrndata through a questionnaire for the quantitative survey, a total samplernof 180 respondents from two Kebeles of Kirkos Sub-city in Addis Ababa,rnthe study area, were contacted mainly through multi-stage sampling thatrncombines random sampling and stratified sampling. The qualitativernapproach employed in-depth interviews with 13 audiences and roadrnsafety experts, text analysis of six monthsâ€™ road traffic safety radiornprograms, and observation of commutersâ€™ actual road use behaviorrnfocusing on whether pedestrians use zebra markings when they crossrnstreets. The analysis of data collected revealed that the majority of thernrespondents are aware of the prevalence and preventability of road trafficrninjuries. As to the mediasâ€™ role in awareness raising and causing behaviorrnchange among the public, there is a significant effort of coverage, butrnbecause they do not base their efforts on theoretically and practicallyrnrecommended BCC theories, and due to the fact that the mediated effortsrnare not backed up by interpersonal communication, it is revealed thatrnactual road use behavior has not yet met expectations or what it isrnclaimed to have been. The study finally attempted to givernrecommendations for future road safety intervention programs.