Radio drama changes lives in Ethiopia

Yeken Kignit (“Looking Over One’s Daily Life”) and Dhimbiba (“Getting the Best Out of Life”), two new social content soap operas, are changing behaviour in Ethiopia. New evidence indicates that more than a third (35 percent) of new family planning clients in Ethiopia have heard one of the radio soap operas. Nearly six percent of the new clients said they visited the clinic as a result of listening to one of the dramas. Since the programmes began broadcasting in June 2002, 7,500 letters from enthusiastic listeners have arrived at Population Media Center’s (PMC) Ethiopia office, the U.S.-based organisation behind the dramas. A focus group discusses pilot programmes © Population Media Center These data are the result of a monitoring study that is being carried out in 48 health facilities that provide reproductive health services in Ethiopia. The study is part of PMC’s Whole Society Strategy for behaviour change. Of the total number of new clients interviewed, about eight percent cited radio as their main source of information on reproductive health; family planning, HIV/AIDS and other related reproductive health services they sought at the clinics. Among clients who cited radio as the main source of information on reproductive health services, 70 percent cited one of PMC’s radio dramas. The steady stream of letters indicates that listeners are developing strong emotional bonds to the characters in the dramas. “I admire your drama. I appreciate its educational role. Its messages are very valuable…I have learned many things from it and have changed my attitude,” said Yenegata Alehegne, a listener from Wukro, Ethiopia. Lema Tesfaye, another listener from Arssi, Ethiopia wrote, “As for HIV/AIDS, the people here believe that it is a problem limited to urban centers and that it has no relevance to rural areas. Your drama is telling them that this is wrong. I have undergone a change of behaviour due to the drama…I encourage you to keep up the good work.” PMC’s radio and TV dramas portray men and women fighting for their right to health care and education, and audiences can observe and emulate the positive changes that occur in the villages where these fictional characters achieve their goals. The dramas also tackle issues such as marriage by abduction, education of daughters and spousal communication. Results from projects worldwide have shown that serial dramas are a highly effective method for reaching a wide audience and building belief in the importance of maintaining safe sex practices. Working in partnership with local writers and producers, PMC experts guide creative teams in developing and writing programmes that are relevant and effective. Following the methodology developed by Miguel Sabido of Mexico, which combines entertainment with education, such serialized dramas have achieved enormous popularity in countries where the methodology has been applied. Results documented in a number of countries are dramatic: a 150% increase in use of condoms in a monitored area in Tanzania, for example, and a 58% increase in contraceptive use in Kenya. The radio dramas quickly become an accepted source of reliable information for the audiences, and listeners develop an attachment to the characters, as they begin to identify with them. Through character role modeling, changes in beliefs and behaviour gradually occur. Founded in 1998 by William Ryerson, Population Media Center (PMC) is a non-profit, non-governmental organisation that works with the mass media and other organisations worldwide to (1) bring about the stabilization of human population numbers at a level that can be supported sustainably by the world’s natural resources and to (2) lessen the harmful impact of humanity on the earth’s environment. The emphasis of the organisation’s work is to educate people about the benefits of small families, elevate women’s status, promote the concept of gender equity, and encourage the use of effective family planning methods. PMC works worldwide from its headquarters in Shelburne, Vermont. It has representatives in Mexico; Brazil; Ethiopia; Kenya; Sudan; Washington, DC; India and the Philippines.

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