In Ethiopia, Population Media Center (PMC) employs powerful media initiatives to promote reproductive health and family planning, sparking conversations and empowering individuals to make informed choices about their reproductive futures. Through culturally resonant storytelling and strategic messaging, PMC’s programs in Ethiopia aim to improve access to reproductive health services and empower women and couples to plan their families for a healthier and more prosperous future.
Hailegnaw Eshete, PhD, MPH
Country Director, PMC-Ethiopia
hailegnawe@populationmedia.org
Population Media Center (PMC) has been actively engaged in Ethiopia since 2001, leveraging the power of media to address critical issues affecting communities. Recent work includes Nekakat (“Cracked”), a 156-episode radio drama launched in 2020 addressing family planning and gender-based violence, and Yalaleke Guzo (“Unfinished Journey”), a national talk show and digital campaign supported by UNFPA that reached more than two million listeners, with 64 percent recalling key gender equality messages. In Ethiopia’s Afar and Somali regions, PMC’s partnership with Save the Children reached over 500,000 people, empowering local leaders to combat Female genital mutilation (FGM) and child marriage. Through these efforts, PMC-Ethiopia continues to inspire lasting change and promote healthier, more equitable communities across the country.
“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.”
Dr. Hailegnaw
Genet Alemu, a 21-year-old from Raya Kobo, once believed her future depended on migrating to the Middle East. Brokers offered sweet promises but hid the dangers of traveling without legal documents. After crossing the border, she was arrested and spent eleven months in prison. Her journey through Sudan brought suffering, desert heat, hunger, illness, and fear. Despite the trauma, Genet rebuilt her life. She opened a small shop and now serves as a Radio Listener Group leader under the PMC–UN Women project. Through Wede Hager Bet (“Back Home”), a PMC and UN Women radio program that helped her realize she was not alone, she shares her story to warn others about irregular migration and to show that returnees can heal, reintegrate, and become leaders. She hopes young women see they can build something meaningful at home rather than risk their lives.
Belaynesh Degu, now 30, left Ethiopia believing migration to Saudi Arabia through “regular” channels would protect her. Instead, she faced exploitation asemployers withheld wages, denied her rights, abused her, and she was arrested twice while trying to escape. Her experience reflects the reality of many Ethiopian migrants who return traumatized, stigmatized, and struggling to reintegrate. Coming home, Belaynesh felt judged and isolated until she found hope through Wede Hager Bet (“Back Home”). She rebuilt her life, now runs a small shop, and speaks openly as a Radio Listener Group member. By sharing her experiences, she warns others of the hidden risks behind migration and urges careful, informed decisions.
Nekakat (“Cracked”), made a lasting impact by shedding light on cross-cutting issues, inspiring women and girls to rewrite their life stories. It addressed critical issues such as sexual and gender-based violence, child marriage, female genital mutilation, family planning, reproductive health, women’s empowerment, and gender equity sparking dialogue, opening minds, and driving social change.
Yalaleke Guzo (“Unfinished Journey”) an Amharic talk show produced by PMC from 2020 to 2022, blended storytelling, interviews, and poetry to explore social issues and support Ethiopia’s goal to end FGM and child marriage by 2025.
In the Somali region, PMC aired Himilo (“Possibility of Future Success”), from 2020–2025, engaging 500K+ listeners through real stories and expert voices to challenge FGM, child marriage, and gender inequality.
Mano (“Better Life”), produced with Save the Children and NORAD, used local voices to challenge FGM, child marriage, and gender inequality, reaching thousands and empowering community and religious leaders to advocate for girls’ education.
View how Ethiopia has made great strides in a number of development areas in the more than a decade PMC-Ethiopia has been working there.
Take a deep dive into Population Media Center’s work in Ethiopia, including shows, resources, projects, and news.
View the projects in which Population Media Center works to promote family planning and reproductive health in Ethiopia through entertainment education.
