Bemnet Yemesgen, Girl Effect’s brand director for Ethiopia, explains how and why communities are embracing Yegna’s positive and uplifting messaging:
These new films show two examples of girls whose lives have been transformed by Yegna.
But while these girls are extraordinary, their stories are typical of the experiences of a lot of Ethiopian girls whose lives have been touched by Yegna. We didn’t have to search far and wide to find them.
Our latest figures show that nearly 9m people are aware of the brand, and we believe that this number will continue to grow. In rural Amhara Yegna’s reach has more than doubled in just two years.
The figures also show that 65 per cent of girls who are aware of Yegna say it’s helped them become more confident, and 45 per cent say it has inspired them to take action on harassment.