Demand Generation

According to recently released information of Ethiopia Demographic and Health Survey report of the Central Statistical Agency (EMDHS, 2016) use of modern contraceptive methods among married women has remarkably increased from a mere 8% for the whole country to a current level of 36% (EMDHS, 2016). By region contraceptive prevalence rate significantly varies across regions. The CPR in Somali, Amhara and Oromia Regions is 1.5%, 47.3% and 28.6% respectively.

Generating Demand on Family Planning among three regions in Ethiopia

Radio Drama
Production of Radio Serial Drama

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.

Road Shows and Screen Show
Launching of the multimedia campaign
  1. 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.

  2. 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.

  1. 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.

In between the launching and closing campaign,


Launching of the multimedia campaign:

  • Torch


Production of Radio Serial Drama