Many Ethiopian families live in communities where infrastructure hinders access to information. Additionally girls can face greater parental controls resulting from safety concerns and cultural expectations.
Girl Effect’s youth brand Yegna is a household name that has nationwide reach through its media content. Yegna introduced Ethiopia’s first TV drama for teenagers, a national broadcast that reached urban and rural communities, captivating an audience of over 10 million people, including young girls. The show tackles real-life challenges that teenage girls face today, including relationships, menstruation, puberty, vaccination and violence.
Now in its fourth season, around 90% of viewers are watching the series weekly or fortnightly. And it’s having an impact. For example, when TV drama viewers are compared with non-viewers, Yegna audiences have greater knowledge about cervical cancer and greater trust and understanding of the HPV vaccine.
