Agashi

Burundi

PMC produced Agashi (“Hey! Look Again!”) in Burundi. This 208-episode radio serial drama aired from January 2014 to January 2016 in Kirundi, Burundi’s national language.

Agashi aired two new episodes per week on seven radio stations in Burundi with national coverage: African Public Radio (RPA), Bonesha FM, Burundian National Radio (RNTB), Radio Colombe, Radio Isanganiro, Radio Scolaire Nderagakura, and REMA FM. Agashi reached more than two million people and cost a mere $0.74 US per loyal listener.

This incredibly popular drama led to a follow-on drama, Agashi 2, which began broadcast in August 2016. PMC-Burundi initiated PMC’s first-ever randomized monthly telephone surveys to gauge listener reactions in real-time for feedback to the drama’s writers. PMC-Burundi regularly conducted a number of interactive promotional events and received extensive qualitative feedback from locals, including a community organizer who used Agashi to host discussions with youth and adults about family planning, reproductive health, and HIV/AIDS.

As with all PMC radio serial dramas, Agashi was created using PMC’s serial drama methodology.

Listen Now
The music of Agashi!

Making a Difference

It is estimated that more than two million Burundians were loyal listeners of Agashi (2,254,547). Audience surveys showed an 81 percent listenership among the target audience. It cost $0.74 US to reach each loyal listener.

Family Planning

• Listeners were 2 times more likely than non-listeners to say they know a place to obtain a method of family planning
• Listeners were 2.3 times more likely than non-listeners to report that their partner/spouse is open to the discussion of the problems of family planning
• Listeners were 1.8 times more likely than non-listeners to say that they generally approve of family planning for limiting the number of children

Sexual & Reproductive Health

• Listeners were 1.7 times more likely than non-listeners to confirm that they were willing to negotiate condom use with a sexual partner
• Listeners were 4.3 times more likely than non-listeners to suggest limiting the number of sexual partners as a way to avoid or reduce risk of contracting HIV/AIDS
• Listeners were 1.7 times more likely than non-listeners to say they have been tested for the AIDS virus in the past 24 months

Malaria

• Listeners were 2 times more likely than non-listeners to know that malaria can be prevented by using mosquito nets impregnated with insecticides

Maternal & Child Health

• Listeners were 2 times more likely than non-listeners to say they had given a home-made oral rehydration solution recommended by the government to treat diarrhea in children

 

81%

81% of target audience in broadcast area was a loyal Agashi listener.

(PMC Endline)

$0.74

It cost $0.74 US per loyal listener of Agashi

("Loyal Listeners" defined as listening every week)

20%

20% of patients surveyed in the second round of clinic monitoring reported that Agashi motivated them to seek health services

(PMC Clinic Monitoring, 2nd Round)

Project Information

Title: Agashi (“Hey! Look Again!”)
Format: Radio Serial Drama
Location: Burundi
Language: Kirundi
Duration: January 2014 – January 2016

Visit Agashi on Facebook!
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Download Burundi Broadcast Map

Administrative Team:
Resident Representative: Jean Bosco Ndayishimiye
Technical Assistant: Athanase Ntiruhangura
Financial Assistant: Willy Nsengiyumva
Project Coordinator, Promotion & Communication: Jean Sacha Barikumutima
Project Coordinator, Monitoring & Evaluation: Alex Bozzette
Administrative Assistant: Jacqueline Hagerimana

Driver: Emile Ndayisaba
Office Cleaner: Tharcisse Hicuburundi

Creative Team:
Producer: Francois Ndondo Abedi
Studio Technician: Bright Olivier Ndayishimiye
Writer-in-Chief: Consolate Sindakirimana
Writers: Adolphe Ntibasharira, Jeanine Ndayiragije, Thaddée Nzigamasabo

 

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Storylines


Ruberika’s Story

Ruberika, a 25-year-old woman, marries Soto. Unfortunately, Soto must leave one month after their wedding for his job as a bellboy in Bukima (another town). He leaves his pregnant wife behind in the care of his sister and an older neighbor who Ruberika looks up to as a mother. Soto’s sister advises Ruberika to go for prenatal consultation and to eat a balanced diet, but the older neighbor says that all she needs to do is to drink plenty of banana beer. Ruberika gets weaker and weaker, until three months into the pregnancy she faints in the marketplace. Soto’s sister rushes her to the clinic, where the nurse explains that she is suffering from anemia and gives her iron supplements. The older neighbor visits and throws away the iron supplements, giving Ruberika traditional medicines instead. Ruberika suffers complications during labor and has to be rushed to the hospital. Unexpectedly and surprisingly, Ruberika delivers twins. One twin dies. The surviving baby is low-birth weight. Soto’s sister visits and confesses that she lost her own child due to malnutrition. She says that if Ruberika does not get real help for her surviving baby, he also will die. Ruberika takes the baby to a health center where she is given protein supplements and taught about child nutrition. Ruberika asks for and receives some money from Soto to start a small business, which allows her to earn money and feed her baby well.


Ngendo’s Story

Ngendo is a 30-year-old farmer. He and his wife Tengenge are quite poor, but Ngendo is pushed by his mother to have as many children as possible. They have had 3 children in 4 short years; however, Ngendo’s mother insists that they have another child. Tengenge begs Ngendo to allow her to use family planning. Ngendo refuses and, as a consequence, Tengenge gets pregnant again. This time, it is announced that she will have triplets. Tengenge becomes very weak and requires frequent visits to the health center, which consumes the family’s tight budget. Tengenge begs Ngendo to allow her to use family planning. When he refuses, she starts to use it secretly. With three children and triplets, the family can’t afford food and Ngendo is forced to steal. He is caught and seriously wounded during his capture. During his night in the hospital, his brother convinces Ngendo about the benefits of family planning. When he returns home, Ngendo surprises Tengenge by saying that they should use contraceptives. Unfortunately, their oldest child develops polio and Ngendo’s mother says that this is a curse from the ancestors and argues for another child to “replace” the deformed child. Ngendo’s brother says that the child has rights despite its handicap. With his brother’s help, Ngendo finally stands up to his mother and refuses to have another child. Shocked by this “betrayal,” his mother tries to poison Tengenge. When she is caught in the act, the villagers chase her, vowing to burn her alive for trying to murder her daughter-in-law. She is driven out of the village and never seen again.


Ange’s Story

Ange, a teenage girl, draws the attention of the high school basketball star, Trésor. Although her friend Nelly warns her to stay away, Ange falls for him. He has good looks, a nice car, and lots of money. Her studies suffer and her parents become concerned, which is only amplified when Trésor starts hanging out with a gang who rapes girls and commits armed robbery. Desperate, Ange’s parents threaten to send her to boarding school. She tries to change, but Trésor stalks her. At a party at Nelly’s house, Trésor finally seduces Ange and they have sex. She is sure that she is pregnant. Frantic, she goes to Trésor. He takes her to a charlatan who gives her the morning after pill, but does not explain the dosage. Ange overdoses and is rushed to the hospital. Nelly visits her, and Ange vows to break up with Trésor. Things are going well until just before graduation when Ange’s mother becomes seriously ill. Her father, who works in Burisho, returns home with the devastating news that they don’t have enough money to pay for the operation. Trésor offers to help, but Ange knows that his offer will carry a heavy price. Just when it seems she will have no choice but to accept Trésor’s offer, Ange’s aunt steps in with money she has earned through her micro-finance activities. Ange’s mother quickly recovers. Meanwhile, a girl from the village that Trésor has impregnated comes forward with the news that he is the father and that he is HIV positive. Alone, despondent and unable to face the truth, Trésor commits suicide.


Ndegeya’s story

Ndegeya owns a store and several parcels of land, including a plot that was usurped by his father from a poor farmer named Poro. Ndegeya refuses to return the land to Poro, even though the family is extremely poor and has nowhere to live. Ndegeya and his wife, Dorike, are having marital problems. He often hits her and does not consult her in decisions regarding the family or household expenses. Pushed beyond her limit, Dorike leaves him. She goes back to her mother’s house and starts a small business, which soon turns a nice profit. Ndegeya seeks solace in the arms of other women, and soon marries a former prostitute. In addition to mistreating his children, this new wife steals all of Ndegeya’s money and takes his truck. Ndegeya is left penniless and officials seize the land that belongs to Poro. Ndegeya begs Dorike to come back. She hesitantly returns and his family life prospers. Ndegeya shows her tenderness and respect, even to the point of taking her advice to buy some additional property instead of following his desire to buy a replacement truck. Ndegeya’s new behavior brings peace and prosperity to the whole family.


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