Menta Menged

Ethiopia

Menta Menged (“Crossroads”) premiered on March 23, 2005 and aired through March of 2007. This 208-episode radio serial drama aired in Amharic, Ethiopia’s national language, on the National Service Radio of Ethiopia.

Menta Menged aired on the National Service Radio of Ethiopia and FM Addis 97.1 twice per week and targeted youth in Ethiopia with messages about HIV/AIDS and reproductive health. This radio serial drama was the centerpiece of a Whole Society Strategy, which also included a radio talkshow program, Alegnta (“Security”), a book that was published in 2008, Zaren Ketegubet (“If You Become Diligent Today”), and the creation and dissemination of booklets and leaflets. Five different booklets distributed 32,000 copies each and four leaflets distributed 40,000 each, which targeted youth with information about reproductive and sexual health.

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

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Making a Difference

Menta Menged demonstrated that it had significant behavioral effects among listeners, including:

• Listeners were 3.2 times more likely to know about STIs than non-listeners.
• Listeners were 2.5 times more likely to discuss issues relating to HIV/AIDS than non-listeners.
• Listeners were 1.8 times more likely to take measures to protect themselves from HIV/AIDS infection than non-listeners.
• Listeners were 3.2 times more likely to know about voluntary counseling and testing (VCT) than non-listeners.
• Listeners were 1.4 times more likely to be tested for HIV/AIDS than non-listeners.

3.2X

Listeners were 3.2 times more likely to know about STIs than non-listeners.

(PMC Endline Research)

2.5X

Listeners were 2.5 times more likely to discuss issues relating to HIV/AIDS than non-listeners.

(PMC Endline Research)

1.4X

Listeners were 1.4 times more likely to be tested for HIV/AIDS than non-listeners.

(PMC Endline Research)

Project Information

Title: Menta Menged (“Crossroads”)
Format: Radio Serial Drama
Location: Ethiopia
Language: Amharic
Duration: March 2005 – March 2007

Administrative Staff:
Country Representative: Dr. Negussie Teffera

Storylines


Abinet’s story

Abinet is a 10th grade student who lost his father when he was a young boy. Abinet comes from a financially troubled farming family. Despite the challenges and financial hardship, Abinet has a positive outlook on life. His mother is attentive and caring and Abinet works hard and does well in school. Abinet’s friend Livvil tries to ruin Abinet’s future out of jealousy. Although Livvil comes from a wealthy family, his mother has abandoned him and his father is verbally abusive. Despite Livvil’s attempts to persuade him to abandon his studies, experiment with drugs, and pursue girls, Abinet overcomes the many challenges and obstacles and passes his final exam with distinction.

Issues this storyline addresses:

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