Dhimbiba

Ethiopia

Dhimbiba (“Getting the Best Out of Life”) premiered in June of 2002 and ran through November of 2004. This 240-episode radio serial drama aired in Oromiffa, a major Ethiopian language, on the National Service Radio of Ethiopia.

Dhimbiba was launched in conjunction with another radio serial drama, Yeken Kignit (“Looking Over One’s Daily Life”) that ran for 240 episodes in Ethiopia’s national language, Amharic. The broadcast of the two radio serial dramas in two languages had a dramatic reach. Approximately half of the population of Ethiopia listened to one PMC’s radio dramas, which equates to approximately 40 million listeners. PMC also published two supporting books, Yehiwot Tebitawoch (“Drops of Life”)and Kinfam Hilmoch (“Winged Dreams”), and produced a play, Yesak Jember (“Laughter at Dusk”).

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

 


PMC's drama Dhimbabba increased contraceptive demand by 157 percent.

PMC, Endline Research

Making a Difference

Yeken Kignit and Dhimbibba were extremely popular radio programs, generating a huge audience response. The programs received more than 15,000 letters from listeners. Yeken Kignit and Dhimbibba resulted in more than 70 newspaper articles and more than 30 radio and TV talk shows and discussion programs. A Ph.D. and two Masters theses at Addis Ababa University were written about the programs. Recognizing the importance of the programs, the Government of Ethiopia also allocated funds for a rebroadcast. As a registered NGO in Ethiopia, PMC is one of very few international organizations receiving support from the Government of Ethiopia. In just two and a half years of nationwide broadcasting, these two radio serial dramas achieved the following:

• 45 percent of women and 47 percent of men identified themselves as regular listeners to the program.
• 63 percent of new clients seeking reproductive health services at 48 clinics in Ethiopia reported that they were listening to one of PMC’s serial dramas.
• Of new clients who cited radio programs as the impetus for seeking services, 96 percent said that they were motivated by one of PMC’s programs.
• 18 percent of new clients named one of PMC’s programs by name as the primary motivating factor for seeking services.
• The fertility rate in Amhara (the most populous region) fell from 5.4 to 4.3 children per woman.
• Among married women in the Amhara region who were listeners, there was a 55 percentage point increase in those who had ever used family planning methods, while among non-listners the change was only 24 percentage points.
• Demand for contraceptives increased 157 percent.
• Among married women who were listeners, there was a 52.1 percentage point increase in those who had ever used family planning methods, while among non-listeners, family planning use increased by only 20.5 percentage points.
• Among married men who were listeners, there was a 42.7 percentage point increase in those who had ever used family planning methods. Among non-listeners, use increased by only 17.5 percentage points.
• Spousal communication about family planning issues among currently married women climbed from 33 percent to 68 percent.
• There was a corresponding decrease of 70 percent in the proportion of respondents to the surveys who said that the decision to use family planning should be made solely by the husband.
• There was a 50 percent increase in communication between mothers and their children about sexuality issues.
• Female listeners sought HIV tests at three times the rate of non-listeners.
• Male listeners sought tests at four times the rate of non-listeners.

96%

Of new clients who cited radio programs as the impetus for seeking services, 96 percent said that they were motivated by one of PMC’s programs.

(PMC Endline Research)

157

Demand for contraceptives increased 157 percent.

(PMC Endline Research)

51.7%

There was a 51.7 percentage point increase among men, and 20.8 percentage point increase among women, in recognition of the importance of girls’ education.

(PMC Endline Research)

Project Information

Title: Dhimbiba (“Getting the Best Out of Life”)
Format: Radio Serial Drama
Location: Ethiopia
Language: Oromiffa
Duration: June 2002-November 2004

Administrative Staff:
Country Representative: Dr. Negussie Teffera

Storylines


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