"Based on this research, it was found that media and communication interventions could seek to leverage young Ethiopians’ optimism and enthusiasm, providing informative and inspiring content to fuel their ideas. This insight informed the creation of a social and behaviour change (SBCC) strategy to engage young people in the workforce, developed in partnership with the Ethiopia Jobs Creation Commission (JCC). The strategy identifies two key priority segments that need significant support - the ‘progressive but held back’ and the ‘unengaged and unambitious.’ Priority audiences across these two segments are younger 15- 18 year olds, men and women who are less educated more likely to marry before the age of 21. Creating an enabling environment to help these groups, while keeping in mind the needs of the others, is central to this strategy. Pilot media content will now be produced to support JCC as they deliver the overall communication strategy. This content will address the needs of priority groups by giving information about job opportunities, using role models and real life stories to inspire and address traditional gender norms." (Page 3)