Life-Saving Health Information Shared Across Burundi: The Impact of Agashi 3

The Agashi (“Hey! Look Again!”) series has been reaching Burundian audiences since 2014. By its third season, the radio drama was drawing more than one million weekly listeners — nearly one in two survey respondents — at a cost of just $1.40 per regular listener.

“We’re using entertainment to change lives and drive an uptick in local health resources,” said Jean Bosco Ndayishimiye, PMC-Burundi Country Director. “Yes, Agashi is extremely popular, and that’s how we’re able to really engage listeners and connect our communities to social and health resources like local clinics and economic workshops.”

The impact

A nationally representative cross-sectional survey of 1,437 men and women of reproductive age was conducted immediately after the broadcast of Agashi 3. The data revealed significant shifts in maternal and child health knowledge, reproductive health awareness, and attitudes toward violence.

On family planning and reproductive health, Agashi 3 resulted in more than 47,000 additional Burundians understanding that they can determine the size of the family they want. Listeners were 1.7 times more likely than non-listeners to hold that knowledge.

On maternal health, the show resulted in more than 92,000 additional people knowing it is important for a woman to give birth in a healthcare setting to avoid complications — a life-saving shift. Listeners were 3.5 times more likely than non-listeners to know that a pregnant mother should consume foods rich in fats, and 2.8 times more likely to know she should consume foods rich in protein.

On gender-based violence, listeners were 1.5 times more likely to identify economic violence as a form of violence against women, and 1.7 times more likely to say they would rescue a victim of gender-based violence.

On children’s rights and education, listeners were 1.7 times more likely to know that one of the fundamental rights of children is the right to education.

As one female listener said: “Today I just learned that it is important to come back for post-natal consultation. I have three children who I gave birth to at the health center, but I never came back for post-natal consultation. From now on, I will take it into consideration by even advising others to do so.”

“We go beyond the traditional public service announcement or kiosk sign, and it works,” Ndayishimiye said. “We’ve been seeing behavior change because Agashi is entertaining and effective.”

COVID-19 response

During the Agashi 3 broadcast, PMC-Burundi supported the Burundian Ministry of Public Health in communicating COVID-19 information to its broad audience. Short radio spots at the end of episodes were created with specific messaging to increase knowledge, dispel rumors about the virus, and provide information on prevention and treatment. PMC-Burundi received recognition from Minister of Health Dr. Thadée Dikumana for its contribution to the national COVID-19 response.