freuds worked with creative non-profit, Girl Effect, to create a planned media moment to celebrate the impact of Yegna.
Yegna, Girl Effect’s multi-platform Ethiopian youth brand, tackles issues like educational access, early marriage and violence through its radio drama and talk show, TV special, digital channels and music. It inspires behaviour change for girls, boys, their families and communities, by encouraging them to rethink what it means to be a girl in Ethiopia today.
Meaning ‘ours’ in Amharic, Yegna is entirely rooted in Ethiopian culture. It’s built around the insight that one in five Ethiopian girls don’t have any friends, and encourages them to overcome adversity by forging meaningful friendships.
freuds helped organise a press trip to give media an insight into the true story of Yegna, just over one year on from a significant cut to its funding. The Guardian Global Development team travelled around Ethiopia for a week, hearing from girls (and their communities) about the impact Yegna has had on their lives and how the brand has provoked positive conversations about the significant role girls can play in Ethiopian society.