SHaPE Campaign Amhara


The Project for the National Campaign for Promoting Knowledge, Attitude, and Behavior Change in Population and Reproductive Health in Ethiopia was launched in 2015 by the Memorandum of Understanding between KOICA and Ministry of Finance and Economic Cooperation (MoFEC).

With a motto of “Small, Happy and Prosperous Family in Ethiopia (SHaPE)”, this project supports the national population and development plan of Ethiopian government by means of IEC (Information, Education and Communication) and BCC (Behavior Change Communication) strategies.

KOICA is commencing the second part of the project which is the multimedia campaign in the selected three regions namely, Amhara, Oromia and Somali. The campaign is the key intervention of the project in line with the national population policy and the National Health Promotion and Communication Strategy. It is aimed at promoting changes in behavioral intention, health seeking behavior and practice.

Women empowerment, postponement of early marriage and men as actively collaborating partners will be the central theme of the media messages through indoor and outdoor approaches. The outdoor strategies are to reinforce messages from Radio drama strategies.

The campaign is implemented by Nathan Multimedia Production PLC.Nathan Multimedia Production PLC (NMP) is a production company specializing in brand and social communication – a paradigm shift in communication for development, behavior change communication and social mobilization.

35 episodes of serial drama in Amharic

The 35 episodes of serial drama will be developed in Amharic, Oromiffa and Somali languages by local professionals. The Serial dramas will engage audiences, introduce ideas, and empower people to make better-informed decisions – creating tremendous social change . The goal of every serial drama and supporting media is to offer the audience information and encourage self-assessment and discussion within their social circles to encourage the audience to make their own decisions.

Each session of the drama will follow the standard production process and requirements and we are cognizant that each region is different. Values, languages, media markets…they’re all unique and they are constantly changing. Given the diversity of the selected of the project target regions, people and landscape, a radio drama is best positioned to reach a large audience taking into consideration the various story lines, characters, and settings. Each session can easily be developed representing the various cultures and settings throughout the country. This way we can ensure that; the program content is relevant to the various audiences, the people can identify themselves with characters and therefore it will make the program more effective at bringing behavior change.

Launching f Multimedia Campaign

a. Torch Departure: the FP torch will depart from FMoH with colorful ceremony. The torch will be handed over by the Minster of Health or deputies. As part of the torch departure ceremony representatives from FMoH, KOICA, RHB and NMP will provide press briefing. National and regional TV and Radio stations will do a thorough media coverage of the event.
b. Pre Launching and Promotional Events: Prior to the launch of the campaign at regional capitals, road shows and promotional events will be conducted in selected towns for five days, which will help to attract crowds to attend the launching event of the campaign. The event activities cover key towns with key campaign message via, brochures, posters and public discussion at market places and schools. There will also be screen shows.
c. Regional Launching : A Family Planning (FP) Torch will be used to launch the events of the campaign in all the three regions at the beginning of the campaign. Regional capitals will be the center where the FP torch will be lighted and it will be used to introduce and popularize "SHaPE Multimedia Campaign at the regional level. At most effort, the Regional State President, will officially launch the event. The events launching events were scheduled May 20, May 27 and June 12, 2017 in Bahirdar, Adama and Jigjiga.

Road Shows and Screen Show


In between the launching and closing campaign, we will organize two road shows. During road shows there will be screen shows, Question and Answer session, distribution of leaflets, posters and other campaign materials.



Radio Drama Series & TV Spot
Ye Degu Lig Radio Drama
TV Spot

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