"This report draws on two studies: first, a nationally representative quantitative survey, and, second, a qualitative study across three locations in Sierra Leone [...] Ninety-five per cent of research participants reported accessing health information in the previous three months – 93% receiving ... information about Ebola and 43% receiving information about pneumonia. Media access – in particular for radio (81%) and mobile (83%) – is high. There is a strong interest in health information in Sierra Leone. 86% of Sierra Leoneans want to receive more information on health for themselves and their families. People are particularly interested in receiving information on health issues that they already have some knowledge of – 29% mentioned that they wanted information on malaria and typhoid. This compares with the 11% of people who want to receive information on health topics that they currently do not know much about. People act upon information that enables them to address symptoms quickly at home, is cheap to access and both cheap and easy to implement. Nine per cent of Sierra Leoneans have never used formal healthcare services. There are a number of reasons why people do not seek formal health providers or access health information." (Executive summary, page 7-8) more

"The survey indicates that radio remains the most widely accessed broadcast platform in Sierra Leone. In all, eight out of 10 (81%) Sierra Leoneans have access to radio, and 47% listen to it daily. Radio listenership is fractured, however, with no single station able to reach a national audience. Ar ... ound 50 radio stations are currently broadcasting, with many of these having limited, local broadcast reach. This is reflected in patterns of listenership, with different stations popular in different parts of the country. Overall in the country, no station reaches more than one-third of adult Sierra Leoneans. Reaching a national audience through radio, therefore, requires working with a large number of broadcast partners. In contrast to radio access, just under half of Sierra Leoneans (45%) can access TV or DVD content and 13% can access newspapers. Access to mobile phones is high, now achieving a similar reach to radio: 83% of people report having access to a mobile phone. There is significant potential for leveraging this reach and the opportunity offered by 2G and 3G mobile phone platforms as a means of distributing media content to audiences. More than half of mobile phone owners (52%) have a basic feature phone." more