Yegna encourages positive behaviour change for girls in Ethiopia by tackling real-life challenges through stories and music.
The sound of change
Girl, EthiopiaYegna is changing the culture of Ethiopia in a good way.
Belay, Taxi Driver, EthiopiaIt opens the doors to people’s homes and deals with real-life stories.
Real-life stories that spark change for girls
While Ethiopia is a country on the rise, girls still face serious challenges – from educational access to early marriage and violence.
Yegna, Girl Effect’s multi-platform youth brand in Ethiopia, tackles these issues through its radio drama and talk show, TV special, digital channels and music. It inspires behaviour change for girls, boys, their families and communities, by encouraging them to rethink what it means to be a girl in Ethiopia today.
Meaning ‘ours’ in Amharic, Yegna is rooted in Ethiopian culture. It’s built around the insight that one in five Ethiopian girls don’t have any friends, and encourages them to overcome adversity by forging meaningful friendships.
Yegna tells the story of five girls who start their own band, and shows how a network of friends can make you stronger. Its storylines have been developed with girls, their families and communities across Ethiopia, to ensure that they accurately reflect their realities.
Since launching in 2013, Yegna has reached millions of people and is provoking positive conversations about the important role girls can play in Ethiopian society.
What we make
Radio drama
Tackling complex issues through fiction.
Radio talk show
Delving deeper into girls’ issues through real-life discussion.
Music
Taking the message of gender equality beyond borders.
TV special and film screenings
Visually communicating the issues affecting girls and taking them to hard-to-reach communities.
Digital channels
Tapping into Ethiopia’s growing digital audience.
Our audience
8.5million people
have been reached by Yegna – 50% of the population in the Addis and Amhara region
8.5million people
have been reached by Yegna – 50% of the population in the Addis and Amhara region
(2015 Audience survey)
Creating connections
94% of girl listeners
sought support from people outside their family
94% of girl listeners
sought support from people outside their family
(2015 Audience survey)
Changing perceptions
95% of boy listeners
would raise the alarm if they witnessed a young girl being forced into marriage
95% of boy listeners
would raise the alarm if they witnessed a young girl being forced into marriage
(2015 Audience survey)
Yegna partnerships
Gavi
Breaking down negative attitudes and behaviours that prevent girls accessing the HPV vaccine
Learn more about Gavi