Yegna

Girl Effect sees global support and recognition for Yegna

Following the DFID announcement in January. Over the past month, noteworthy journalists and news outlets have come out in support of Yegna, recognising its credentials as an innovative and impactful programme driving change for girls living in poverty in Ethiopia. Authors including UK columnist Caitlin Moran have written powerful articles making the case for the …

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Malala visits Girl Effect Ethiopia

Malala Yousafzai visits Girl Effect’s multi-platform youth brand, Yegna, to discuss girls’ education and the role Yegna has to play in delivering change with girls in Ethiopia. 22 year old advocate for girls’ education, UN Messenger of Peace, and Malala Fund co-founder, Malala Yousafzai visited Girl Effect in Addis Ababa on 10 July 2019. The …

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To end FGM in this generation, it can’t be tackled alone. We need to challenge perceptions around girls.

Today marks the UN’s International Day of Zero Tolerance for Female Genital Mutilation (FGM). This form of violence against women and girls is still widespread across many countries, including Ethiopia where Girl Effect works, using storytelling to spark real change for girls. Jo Hemmings, Girl Effect’s Senior Director for Impact, explains why FGM is still …

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You can’t be what you can’t see: The art of creating characters for real girls to relate to

Girl Effect Ethiopia has unveiled the future of Ethiopian youth brand Yegna, with a fresh cast and a brand new TV drama. As Yegna embarks on a new chapter, Bemnet Yemesgen, Brand Director for Girl Effect in Ethiopia reveals why Girl Effect uses characters and storylines to inspire change in its audiences, and tells of …

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Why all girls need role models

Girl Effect brands use inspirational real-life and fictional characters to expand girls’ horizons. Almost all of us can name someone who has positively influenced our life, and it is human nature to look to our peers for inspiration and guidance. That’s why role models are a key part of Girl Effect’s culture brands. In the …

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How a youth brand is shifting attitudes towards sexual and reproductive health in Ethiopia

Girl Effect’s youth brand in Ethiopia, Yegna, encourages positive behaviour change and increased agency for girls by tackling real-life challenges through stories and music. Girls in Ethiopia, like millions of girls globally, are keen to learn more about issues that matter to them whilst they are navigating adolescence, from education to sexual health. Yegna is …

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