This page on the United-States-based non-governmental organisation (NGO) Population Media Center (PMC)'s website describes and assesses a radio soap opera series developed in an effort to change attitudes and behaviour related to Ethiopians' health and well-being.

The PMC methodology is reportedly based on extensive formative research regarding audience attitudes, behaviour, and beliefs. As detailed here, the formative research was completed in 2001, and broadcast of the radio serial dramas began in June 2002. The serialised soaps were written and produced locally as part of an effort to make them country-specific and culturally sensitive. The programmes addressed issues of reproductive health and women's status, including HIV/AIDS, family planning, marriage by abduction, education of daughters, spousal communication and related issues.

The programmes were found to have generated a large audience response, with over 15,000 letters from listeners. As of November 2004, 63% of new clients seeking reproductive health services at 48 service centres in Ethiopia reported that they were listening to one of the PMC serial dramas and 26% of new clients named one of PMC's programmes by name as the primary motivating factor for seeking services. About 45% of women and 47% of men reported being regular listeners.

This access may have been stimulated by the fact that, over the two-and-half years the radio programmes were on the air, the series received extensive coverage from the Ethiopian mass media. Some 70 feature articles and news reports were published in various newspapers. There were approximately 30 talk shows and discussion programmes on radio and television about the drama series. A Ph.D. and two Masters theses were written focusing on the dramas at the Addis Ababa University, and 10 senior essays at the first degree level were written about the dramas.

Of new clients who cited radio programmes as a motivation for seeking services, 96% said they were motivated by one of PMC's programmes. The proportion of married women who reported ever using contraceptives increased from 24% just before the programmes went on the air to 79% among listeners (as of November 2004) vs. 47% among non-listeners. Female listeners sought HIV tests at 3 times the rate of non-listeners, and male listeners sought testing at 4 times the rate of non-listeners.

Having realised the importance of the programme, the Government of Ethiopia allocated funds to support the project.