Girl Effect's youth brand in Ethiopia, Yegna, encourages positive behaviour change and increased agency for girls by tackling real-life challenges through stories and music.
Girls in Ethiopia, like millions of girls globally, are keen to learn more about issues that matter to them whilst they are navigating adolescence, from education to sexual health.
Yegna is a media platform using music, radio, and storytelling to support girls on their individual and collective journeys to adulthood. The latest data* from Yegna shows that:
- 8.9 million people, half of the population of Addis and Amhara, are aware of Yegna
- 3.6 million of these people listened to Yegna’s radio programmes or watched the Yegna film in 2017
- 1 million of these people listen to Yegna’s radio programmes at least once every 2 weeks
- TV is the most popular form of media for girls and boys in Addis and Amhara regions.