Yegna, Girl Effect’s multi-platform youth brand in Ethiopia, has launched its brand-new TV drama, created to tackle the complex issues that affect the lives of millions of adolescents across Ethiopia.
Since 2013, Yegna has used the power of storytelling to reach girls across the Addis and Amhara regions of Ethiopia via music, radio and digital channels. Now, Yegna is taking to TV screens across the country, adding to the brand’s existing product mix as it strives to make an impact for a whole generation of young people. The show will follow the lives of seven characters (five girls and two boys) as they overcome challenges throughout their teenage years, highlighting and confronting issues that will ring true in many Ethiopian lives.
By creating characters which resemble a diverse representation of adolescents across Ethiopia, Yegna provides viewers with roles models to guide them through their teenage years.
As the first Ethiopian TV drama targeted at adolescent youth, Yegna will uniquely reflect the complex lives of teenagers across the country. Launched on International Women’s Day 2019, the new TV show has garnered support from influential figures across the Ethiopian media landscape, and from viewers of all ages.