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

clients. These interviews assessed use of family planning and
reproductive health services and the impact of the radio drama in
increasing uptake of these services.
• Pre-/post-evaluation: A quantitative survey, using pre/post
methodology, was administered to evaluate program exposure and the
project’s effect on changing 1) HIV knowledge, attitudes, and behavior,
2) contraceptive knowledge, attitudes, and practices and 3) perceptions
of gender and social norms. Using a stratified, multistage sampling
design, data were collected from residents in two Amhara and Oromiya
regions and the city of Addis Ababa. Amhara and Oromiya regions
served as proxies for all Amharic- and Oromiffa-speaking populations in
Ethiopia. Sample size at baseline was 2,250 households and 1,875 at
endline. Baseline and endline data were compared using crosstabulations.
Also, multivariate analyses using logistic regression were
conducted to further assess the relative importance of certain
characteristics in explaining key indicators, such as spousal
communication about HIV and AIDS. Differences between listeners and
nonlisteners on key indicators also were examined.
• Ethiopian government evaluation: The Disaster Prevention and
Preparedness Agency and the Ministry of Health of Ethiopia spent
three weeks in four major regions appraising the project.
Evaluation Results • Project reach: Approximately half of Ethiopia’s population has listened
to at least one of PMC’s radio dramas—about 40 million listeners.
• Facility assessments (client exit interviews): Each succeeding
assessment report showed an increase in the percentage of male and
female clients citing radio as the primary motivating factor in seeking
health services. Between the first assessment (February 2003) and the
third assessment (November 2004), the proportion of all clients citing
radio as their primary motivation for seeking services rose from
6.3 percent to 18.8 percent. Among those who cited radio as the
primary motivation to seek services, there was a 16 percentage point
increase in clients who cited the Yeken Kignit radio drama by name. By
the time of the third assessment, 84 percent cited Yeken Kignit as their
primary motivation for seeking services.
• Pre-/post-evaluation: At endline, female respondents reported
increased communication with their spouse/partner on HIV and AIDS
issues. Significant differences were reported between listeners and
nonlisteners of Yeken Kignit on condom use: 78 percent of male
listeners of Yeken Kignit felt comfortable in suggesting condom use,
compared to 57 percent of male nonlisteners (p