Yeken Kignit

PMC developed the series out of numerous discussions with a range of key stakeholders, from government representatives to local non-governmental organisations (NGOs) and health researchers. These discussions were intended to help focus the drama's mission and ensure that objectives and messages were appropriate for Ethiopia. PMC also conducted formative research, including a review of previous health communication activities, interviews with technical experts, and identification of audience sub-groups. In partnership with Birhan Research and Development Consultancy, PMC also conducted a baseline study among women and men aged 15 - 49 to find out what they knew or thought about HIV/AIDS and sexual and reproductive health. Producers and writers also visited local villages to learn what issues and problems people discuss, to collect popular sayings and stories, and to find out how health and social services were set up. They also recorded village sounds for use in the drama.

PMC's next step was to design the programme to address problems identified in the audience research, and then, following the Sabido methodology, develop the series. According to the organisers, in the Sabido methodology, statements expressing values identified by formative research help to define three types of characters: positive characters, negative characters, and transitional characters. The transitional characters start out uncertain but adopt more positive behaviours during the course of the drama. Transitional characters are the real role models for the audience. They encounter real-life barriers and challenges while changing their behaviour, which the audience can learn vicariously from and then model the positive behaviours of the characters in their own lives.

An advisory committee guided the creation of programme content and coordinated with health services to ensure that providers were prepared when the drama brought in more clients. Four pilot episodes were created and tested in focus group discussions with audience members to ensure that the storyline was realistic and the characters were engaging. Once the programme was on the air, audience response was monitored in several ways – through focus groups and listening diaries, letters from listeners, and interviews at hospitals and clinics. Scriptwriters used audience feedback to continually shape the scripts.

Click here to listen to some of the programmes online, and to read a synopsis of the plot, which revolves around Fikirte, the main female character. "As the storyline evolves, Fikirte helps many family members and friends and educates them about family planning, reproductive health, the importance of education and economic stability, protecting oneself from rape, commercial sex and other forms of gender violence, and issues of HIV/AIDS. Through her education, Fikirte is empowered to stand up for herself and help others around her."

Reproductive Health, Gender, Rights, HIV/AIDS, Education.

After the programme completed its last broadcast, researchers from Birhan conducted a survey to evaluate the impact of the drama. According to the organisers, study results indicated that the radio programme contributed directly and indirectly to the use of reproductive health and family planning services. In addition, Yeken Kignit contributed to improved HIV-related behaviours. For instance, listeners were twice as likely as non-listeners to have been tested for HIV even after taking into account such factors as education and ethnicity.