Youth-focused Media Communication Project

Category 1

Population Media Center-Ethiopia developed the Youth-Focused Media Communication Project to promote social response to HIV/AIDS, adolescent reproductive health (ARH) and positive youth development. The project was designed to enable young people to acquire knowledge, values, skills and experiences through dialogue and capacity building and to address social issues including HIV/AIDS. The project included the following activities: Menta Menged radio serial drama, print media, namely Alegnta special booklet, "Alegnta," radio phone-in panel discussion programs (weekly 30-minute telephone discussions) and the Media Capacity Building Workshop.

Goal of the Practice
  • To contribute to the national effort to prevent and reduce HIV/AIDS epidemic through implementing the planned intervention with the ultimate goal of behavior change among the target audiences
  • To bring about behavior change among the youth on HIV/AIDS and Family Planning issues through effective communication
  • To enhance the creativity and communication skills of the youth to enable them to effectively address RH and HIV/AIDS issues
Core Components
  • Menta Menged radio serial drama
  • Radio phone-in panel discussion programs
  • Print material production and distribution via the "Alegnta" Booklet
  • Dialogue and capacity building through the Media Capacity Building Workshop
Noteworthy Results
  • Its attractiveness and level of entertainment
  • The content of the message, which is very useful in the day-to-day life of the youth
  • The uniqueness of the dramatization style
  • The ability of the drama to suspend the issue in the air and make listeners eagerly wait for the next episode
Lessons Learned
  • It is recommended that initiatives of youth clubs be encouraged by providing material supports and capacity building training.
  • It is recommended that the youth clubs experiences be replicated in places where the practice does not exist.
Focus Areas
Implemented By
Population Media Center
Participating Organization
Target Population
Adolescents (ages 13-17)
25000 - 50000
Implementation Years
01/2005 - 12/2009