Africa News’ interview with Yegna’s Managing Director, Selome Tadesse, was broadcast (in both French and English) on its ‘The Morning Call’ programme this week.
The interview took place as part of the programme’s ‘Grand Angle’ slot – which consists of interviews with individuals from a wide range of fields, including culture, business, sport, technology and travel. Africa News currently broadcasts to 33 sub-Saharan countries and 7.3 million homes.
Selome comments that Yegna is about bringing about behavioural and material change for girls and by girls, and is “on the right track” to success.
Selome emphasises that Yegna aims to create a ‘new normal’ and a new narrative for girls in Ethiopia. She also highlights how Yegna content has been used by some schools and is targeted at boys and men as well to affect wider society change.
She also notes how research has found that girls listen to Yegna because they identify with the issues and challenges facing its characters – including early marriage and domestic violence.
View the full interview here: