Allow me to introduce you to Dr. Hailegnaw Eshete is a remarkable individual leading the charge as the Country Director at Population Media Center (PMC) in Ethiopia. Dr. Hailegnaw’s journey through the corridors of public health, social transformation, and communications spans over three decades, marking him a true catalyst for change in Ethiopia. It’s this wealth of experience and his collaborative approach that has made him a powerful leader of PMC’s Ethiopian team – telling stories that resonate and inspire change.
Design a program in collaboration with stakeholders, involving the affected people from the inception, for positive change,” says Dr. Hailegnaw.
With a career rich in experience, Dr. Hailegnaw started as a passionate public health researcher, gradually assuming roles as a manager and consultant for various public and international NGOs, with a focus on gender dynamics, HIV, and communication strategies.
Notably, Dr. Hailegnaw played a pivotal role in the formation of the Ethiopian Public Health Association (EPHA) and served as its Executive Director. His visionary leadership was instrumental in shaping the association, turning it into a prominent professional entity within Ethiopia.
Before his PMC tenure, Dr. Hailegnaw’s dedication was evident during his 2.5 year engagement with Columbia University’s International Center for AIDS Care (ICAP). where he was project director for the Ethiopian Population-Based HIV Impact Assessment (EPHIA).
The PMC story began for Dr. Hailegnaw as a freelance consultant and part-time collaborator where he showed his skills by leading a team of consultants in the Afar and Somali regions. Their mission was to conduct vital surveys on pressing issues such as female genital mutilation (FGM) and child marriage. These surveys laid the groundwork for profound and ongoing portfolio of PMC multimedia interventions.
Entertaining at Scale. By Popular Demand.
13million
lives impacted in the last five years.
60+
projects and counting.
1.50million
people impacted, on average, per PMC show.
Since stepping into the role of PMC’s Country Director in 2019, Dr. Hailegnaw has been a driving force in program impact and creating a sustainable country office. His collaborative endeavors have successfully secured vital funding for a spectrum of projects and enhanced the network of partners. Collaborations with entities like UNFPA, UNICEF, and Save the Children International have opened doors to addressing issues such as population dynamics, sexual and gender-based violence, child marriage, and FGM in remote, hard-to-reach areas.
Beyond project management, Dr. Hailegnaw has transformed PMC into a fountain of knowledge dissemination. PMC boasts a diverse array of electronic and print publications, and, thanks to research Dr. Hailegnaw and the PMC-Ethiopia team contributed to, PMC has shared key insights in prestigious peer-reviewed journals to advance our industry, including:
The effectiveness of radio talk shows by UNICEF Ethiopia in increasing knowledge, changing attitudes and behaviors, child marriage, female genital mutilation, and gender equality. Advances in Social Sciences Research Journal, Vol. 10, No. 10 (2023)
The role of audience monitoring surveys (AMS) in strengthening radio talk shows (RTS) by UNICEF Ethiopia on female genital mutilation (FGM) and child marriage programs. Advance Social Sciences Research, Vol. 10, No. 1 (2023).
Baby wash and diarrhea prevention practices following multimedia educational interventions in hard-to-reach areas of Afar and Somali regions of Ethiopia. Mixed-method evaluations.
These research findings have underscored the profound impact of radio talk shows and multimedia educational initiatives in driving transformative change.
What fuels Dr. Hailegnaw’s resolve to tackle such diverse challenges? His profound dedication to eradicating gender injustice and upending entrenched societal norms. His strategy hinges on collaboration, appealing to reason and human rights to inspire change. Central to his approach is the active involvement of community leaders, policymakers, and influential figures in reshaping societal norms.
“Gender injustice is deeply rooted in social norms, emerging primarily from the premise of religion and culture. Those who do not comply with social norms pay a heavy price. This is very common in all countries, including Ethiopia,” Dr. Hailegnaw said.
To break down barriers and empower individuals, Dr. Hailegnaw emphasizes the importance of comprehensive problem identification, stakeholder collaboration, and a rigorous feedback and evaluation process.
“The best way to confront social norms is through innovative and collaborative engagements, appealing through reasoning that upholds human rights and dignity of all people, irrespective of their gender. It starts with identifying the problem or issue at the beginning. Design a program in collaboration with stakeholders, involving the affected people from the inception, for positive change. A good working relationship with colleagues, stakeholders, the public and private sectors, and the community is consistently important.”
PMC’s multimedia programs, particularly radio broadcasts, are potent tools for sparking positive behaviors and empowering women.
Nekakat (“Cracked”), produced by PMC-Ethiopia, was strategically designed and launched to support the Ethiopian Government and United Nations Fund’s goals of achieving zero tolerance for female genital mutilation (FGM) by 2024 and increasing contraceptive prevalence among women of reproductive age. This radio drama was created to educate and entertain listeners as a vital part of a nationwide communications campaign addressing these critical issues. Acting together, the Ethiopian Government and UNF set life-changing objectives to improve health and rights for Ethiopians, with Nekakat playing a key role in advancing those goals.
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Yalaleke Guzo
Yalaleke Guzo (“Unfinished Journey”) is an Amharic-language talk show produced by PMC and airing in Ethiopia from 2020 through 2022. Blending storytelling, interviews, poetry, music, health tips, and short audio plays, each 30-minute episode offers a rich and engaging exploration of critical social issues. Alongside PMC’s radio drama Nekakat (“Cracked”), Yalaleke Guzo supports the Ethiopian government’s goal of ending female genital mutilation and child marriage by 2025—sparking awareness and action through powerful, culturally resonant media.
Yesak Jember
Yesak Jember, (“Laughter at Dusk”) was a powerful theatrical play performed for four months in Addis Ababa before touring 14 additional cities across Ethiopia. Premiering at the Hagar Fakir Theater to an audience of 800—including notable figures such as former President Dr. Negasso Gidada—the play explored the multifaceted impact of HIV/AIDS. Beyond the physical toll, it highlighted the social and psychological challenges faced by individuals and communities. Yesak Jember was a key component of the Whole Society Strategy, complementing PMC’s radio dramas Dhimbiba, (“Getting the Best Out of Life”) and Yeken Kignit (“Looking Over One’s Daily Life”).
Zaren Ketegubet
Zaren Ketegubet (“If You Become Diligent Today”), published by PMC in 2008, is a collection of essays centered on youth mental and physical development. The book highlights positive role models to inspire young people toward healthier, more productive lives. It played a supportive role in Ethiopia’s Whole Society Strategy alongside the Menta Menged (“Crossroads”) radio serial drama, reinforcing messages of growth and resilience.
Yeregebu Feteloch
Yeregebu Feteloch (“Broken Dreams”), a 130-episode radio drama in Amharic, aired twice weekly on Ethiopia’s National Service Radio from January 2012 through August 2014. Serving as the cornerstone of a Whole Society Strategy, the show addressed critical issues including alcohol and substance abuse, as well as HIV/AIDS. The campaign extended beyond radio to include the talk show Finote Lesiket (“The Right Path to Success”), the book Azurit (“Whirlwind”), and capacity-building training programs. Engaging audiences further, two special broadcasts featured listener feedback and discussion, deepening community impact.
Sibrat
Sibrat (“Trauma”), a 226-episode radio show, aired twice per week in Amharic, the official language of Ethiopia. Each 25-minute episode was broadcast on the National Service Radio of Ethiopia (NSRE) and FM Addis 97.1. Sibrat empowered communities to shift social norms around female genital mutilation (FGM) and gender-based violence.
Yalaleke Guzo
Ethiopia
Project Duration:
2020-2022
Yalaleke Guzo (“Unfinished Journey”) is an Amharic-language talk show produced by PMC and airing in Ethiopia from 2020 through 2022. Blending storytelling, interviews, poetry, music, health tips, and short audio plays, each 30-minute episode offers a rich and engaging exploration of critical social issues. Alongside PMC’s radio drama Nekakat (“Cracked”), Yalaleke Guzo supports the Ethiopian government’s goal of ending female genital mutilation and child marriage by 2025—sparking awareness and action through powerful, culturally resonant media.
Yesak Jember
Ethiopia
Project Duration:
2003-2004
Yesak Jember, (“Laughter at Dusk”) was a powerful theatrical play performed for four months in Addis Ababa before touring 14 additional cities across Ethiopia. Premiering at the Hagar Fakir Theater to an audience of 800—including notable figures such as former President Dr. Negasso Gidada—the play explored the multifaceted impact of HIV/AIDS. Beyond the physical toll, it highlighted the social and psychological challenges faced by individuals and communities. Yesak Jember was a key component of the Whole Society Strategy, complementing PMC’s radio dramas Dhimbiba, (“Getting the Best Out of Life”) and Yeken Kignit (“Looking Over One’s Daily Life”).
Zaren Ketegubet
Ethiopia
Project Duration:
2008
Zaren Ketegubet (“If You Become Diligent Today”), published by PMC in 2008, is a collection of essays centered on youth mental and physical development. The book highlights positive role models to inspire young people toward healthier, more productive lives. It played a supportive role in Ethiopia’s Whole Society Strategy alongside the Menta Menged (“Crossroads”) radio serial drama, reinforcing messages of growth and resilience.
Yeregebu Feteloch
Ethiopia
Project Duration:
2012-2013
Yeregebu Feteloch (“Broken Dreams”), a 130-episode radio drama in Amharic, aired twice weekly on Ethiopia’s National Service Radio from January 2012 through August 2014. Serving as the cornerstone of a Whole Society Strategy, the show addressed critical issues including alcohol and substance abuse, as well as HIV/AIDS. The campaign extended beyond radio to include the talk show Finote Lesiket (“The Right Path to Success”), the book Azurit (“Whirlwind”), and capacity-building training programs. Engaging audiences further, two special broadcasts featured listener feedback and discussion, deepening community impact.
Sibrat
Ethiopia
Project Duration:
2007-2010
Sibrat (“Trauma”), a 226-episode radio show, aired twice per week in Amharic, the official language of Ethiopia. Each 25-minute episode was broadcast on the National Service Radio of Ethiopia (NSRE) and FM Addis 97.1. Sibrat empowered communities to shift social norms around female genital mutilation (FGM) and gender-based violence.
Outside of his professional commitments, Dr. Hailegnaw maintains a keen interest in current affairs, global news, and innovative solutions to global challenges. He actively participates in community initiatives, such as tree planting and environmental sanitation, embodying the change he seeks to create.
Facing new challenges with readiness and motivation is second nature to Dr. Hailegnaw. Challenges are viewed as opportunities for growth, and his extensive experience equips him to navigate obstacles effectively. He emphasizes the importance of maintaining a resilient mindset, learning from mistakes, and continually striving for improvement.
“There are always challenges in life, personal or workplace. But if we use challenges as an advantage, they can help us tackle problems. It is important to be strong in mind and heart, understand your strengths and weaknesses, and learn from your mistakes to keep making positive progress.”
In Ethiopia, Dr. Hailegnaw is not just a leader but a beacon of positive change, transforming lives and communities with his visionary leadership.
Building global sustainability for today and for tomorrow all begins with the rights of women and girls. The right to education, economic independence, and reproductive autonomy are the building blocks and must-haves for gender equality and a climate-conscious world.
