Music is a powerful way to capture the attention and imagination of young people.
In Malawi, our brand Zathu uses music in a variety of ways to deliver hard-hitting messages. In addition to our chart-topping singles and music videos, the members of the Zathu band also feature in a radio drama and have become role models for girls and boys across the country. 4.3 million people (aged 10 yrs+) across Malawi consume the Zathu brand.
In Ethiopia, the Yegna cast - five girls and two boys - play characters that represent the lives that are recognisable to millions of Ethiopian teens. Brought to life through music, a TV and radio drama and talk show, the characters form friendships, strive to find their voice and follow their dreams. The storylines are developed with young people, their families and communities across Ethiopia, to ensure that they accurately reflect their realities.