Implementing Multiple Gender Strategies to Improve HIV and ... - ICRW

ETHIOPIAN RADIO SERIAL DRAMAS TO PREVENT HIV/AIDS
LEAD ORGANIZATIONS:
COUNTRY:
HIV PROGRAM AREA:
Population Media Center (PMC)
Ethiopia
Prevention
OVERVIEW:
In Ethiopia, PMC is using radio serial dramas to promote reproductive health, provide information
about preventing HIV and sexually transmitted infections, and encourage gender equity. Formative
research is used to develop long-running serial radio dramas that are appropriate to the local context
and encourage positive social change. In the dramas, key characters navigate real-life challenges
and eventually adopt positive behaviors. Themes include living with HIV and high-risk behaviors such
as multiple sex partners, drug abuse, and violence against women. Monitoring evaluation showed a
continuous increase in reproductive health clients who cited the radio program as the primary
motivating factor for accessing services. Further, an independent evaluation showed that female
respondents reported increased communication with their partner on HIV and AIDS issues, and both
men and women reported being more comfortable with the idea of using condoms. The project found
that it is important to address both female and male attitudes and behavior. Also, by addressing
multiple issues, the dramas were able to raise awareness around an array of cultural attitudes and
behaviors that fuel the spread of HIV.
BACKGROUND
HIV & AIDS
Program Goals
Through evidence-based media communication, PMC uses radio serial
dramas in Ethiopia to promote the use of reproductive health services,
provide information about preventing HIV and AIDS and sexually
transmitted infections, and encourage gender equity.
Gender Strategies
Addressed
Reducing violence and coercion
Addressing male norms and behaviors
Increasing women’s legal protection
Increasing women’s access to income and productive resources
Other: women’s empowerment, female access to education and
reproductive health
Description of
Intervention
PMC developed and broadcast two radio serial dramas. Yeken Kignit
(“Looking Over One’s Daily Life”) was a 257-episode radio serial drama
produced and broadcast nationwide in Amharic. It was broadcast twice a
week in the evenings and rebroadcast in the afternoons. Dhimbibba
(“Getting the Best Out of Life”) was a 140-episode, Oromiffa language radio
serial drama. Both dramas were created using the Sabido methodology for
entertainment-education. This methodology, grounded in social and
theoretical research, is used to develop mass media serial dramas that are
reality-based and adapted to local context. A formative research process
identifies community values and norms and informs the development of
three types of characters: positive characters (good role models), negative
characters (bad role models), and transitional characters. Throughout the
course of the drama, transitional characters navigate real-life challenges
and eventually adopt positive behaviors (Teffera, 2008).
34