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 drama, 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.
The Yegna cast - five girls and two boys - play characters that represent the lives of millions of Ethiopian teens as they form friendships, strive to find their voice and follow their dreams. Its storylines have been developed with young people, their families and communities across Ethiopia, to ensure that they accurately reflect their realities.
Since launching in 2013, Yegna has reached 50% of the population across Addis and Amhara following the story of five girls who start their own band. Yegna is provoking positive conversations about the important role girls can play in Ethiopian society.
What we make
Radio drama
Tackling complex issues through stories developed based on research with girls and their families in communities across Ethiopia.
TV drama
Spreading Yegna's positive influence across the whole country and make an even bigger impact on girls’ lives. The drama builds on the success of the original one hour Yegna TV special (with a 2.2 million viewership in Addis and Amhara in 2015).
Talk show
Facilitating conversations around topics that affect adolescent Ethiopian girls, hosted by two radio personalities.
Music
Taking the message of gender equality beyond borders.
Digital channels
Tapping into Ethiopia’s growing digital audience.
Impact
'A girl can change Ethiopia'
This is the story of Alemtsehay, an incredible resilient girl who despite immense adversity, finds inspiration in Yegna.
'Part of Ethiopian culture'
Meet Medeset, an inspirational girl who introduces her family to Yegna, and sees the dramatic effect it has on the boys in her household.
Our audience
8.9 million people
have been reached by Yegna – 48% of the population in the Addis and Amhara region
8.9 million people
have been reached by Yegna – 48% of the population in the Addis and Amhara region
(2017 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