Page 1 of 15
Advances in Social Sciences Research Journal – Vol. 10, No. 11
Publication Date: November 25, 2023
DOI:10.14738/assrj.1011.15797.
Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., &
Mabirizi, J. (2023). The Effectiveness of Radio Talk Shows by UNICEF Ethiopia in Increasing Knowledge and Changing Attitudes and
Behaviors Around Child Marriage, Female Genital Mutilation, And Gender Equality. Advances in Social Sciences Research Journal,
10(11). 61-75.
Services for Science and Education – United Kingdom
The Effectiveness of Radio Talk Shows by UNICEF Ethiopia in
Increasing Knowledge and Changing Attitudes and Behaviors
Around Child Marriage, Female Genital Mutilation, And Gender
Equality
Haithar Ahmed
UNICEF Ethiopia Country Office
Jolanda Van Westering
UNICEF Ethiopia Country Office
Zemzem Shikur
UNICEF Ethiopia Country Office
Fikereselam Getinet Terefa
UNICEF Ethiopia Country Office
Andinet Challa
UNICEF Ethiopia Country Office
Rachana Sharma
UNICEF Ethiopia Country Office
Mona Aika
UNICEF ESARO
Andrew Brooks
Child Protection, UNICEF ESARO
Massimiliano Sani
PG Nairobi
Nankali Maksud
PG Nairobi
Harriet Akullu
UNICEF NYHQ
Joseph Mabirizi
UNICEF NYHQ
Page 2 of 15
62
Advances in Social Sciences Research Journal (ASSRJ) Vol. 10, Issue 11, November-2023
Services for Science and Education – United Kingdom
ABSTRACT
Female genital mutilation (FGM), child marriage (CM), and gender inequality are
some practices that are discriminatory and abusive to women and deny them the
potential to live better and more inclusive lives. UNICEF in collaboration with other
partners have initiated radio talk shows (RTS)in SNNP, Oromia, Somali, and Afar
regions with the aim of addressing these issues. This evaluation study assessed the
effectiveness of these shows on these matters. The study used a cross-sectional
survey approach blended with key informant interviews to interrogate the issue at
hand. A stratified cluster sampling method was used to identify 458 subjects to
participate in the study. The study found that not many people have been reached
by the radio talk shows. Those reached had acquired knowledge/enlightenment
and attitude change that is positive towards lowering cases of FGM, CM, and gender
inequality. The study thus found radio talk shows to be effective in increasing
knowledge and attitude that could bring about social behavior change. It was
recommended that UNICEF to scale up RTS into unreached areas to expand the
reach hence the impact of the shows on FGM, CM, and gender equality.
Keywords: Female genital mutilation, child marriage, gender equality, radio talk shows,
behavior change
INTRODUCTION
Female genital mutilation (FGM) and child marriage (CM) are some of the traditional and
culturally instigated threats to the advancement of the rights of women and the attainment of
Sustainable development goal (SDG) 5.3 [1]. They are also some of the ways through which
gender inequality is advanced among practicing communities and, as such, is an area of interest
globally. Child marriage and FGM have severe physical, emotional, psychological, and
intellectual effects on the victims [2]. Across the world, cases of CM have reduced steadily
between 2010 and 2020 with an estimated 12 million underage marriages happening in 2020
across the globe. In order to attain SDG 5.3 on ending CM by 2030, the reduction of cases of CM
must be six times faster than the current trend. What is more, the recent COVID-19 pandemic
has further dented the progress made in reducing CM hence creating a bigger problem that
must be addressed [2]. In Ethiopia, there is a legal framework stipulating the minimum age of
marriage to be 18 years. However, the 2016 Demographic and Health Survey established that
58% of women and 9% of men in the age category of 25-49 years were married before attaining
the legal age of marriage and the majority of them hailed from rural regions [2]. Presently, the
country has a prevalence of 40.3% [3] of CM which is very high and needs to be addressed.
Social, cultural, religious, and gender norms are the promoters of CM in Ethiopia [2].
Globally, by 2021, 200 million women have been exposed to some form of FGM and 68 million
more will be at risk of facing the practice by 2030 [2]. Although a significant reduction in FGM
cases has been recorded over the years [1], some countries like Ethiopia still have a high
prevalence rate of 65.2% [3], which, according to UNICEF [2] is the largest number of cases in
Eastern and Southern Africa affecting women aged 15-49 years. This high prevalence level is
unacceptable locally and globally based on international standards. Many researchers have
established FGM to be one of the worst forms of violence against women, and their rights, and
a severe form of manifestation of gender inequality [4, 5]. Some studies like UNICEF [1] show
that FGM and CM are intertwined and interdependent although in some areas they can exist
independently. The study shows that in many communities, young girls who are cut are
Page 3 of 15
63
Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Effectiveness of Radio Talk Shows by UNICEF Ethiopia in Increasing Knowledge and Changing Attitudes and Behaviors Around Child Marriage,
Female Genital Mutilation, And Gender Equality. Advances in Social Sciences Research Journal, 10(11). 61-75.
URL: http://dx.doi.org/10.14738/assrj.1011.15797
considered mature for marriage regardless of their underage status. Gender equality is an issue
of concern across the globe because it is a fundamental right. Even though the Convention on
the Elimination of all Forms of Discrimination Against Women (CEDAW) has been enacted and
adopted by majority of countries in the world, women still face some forms of discrimination
compared to men [6]. The Global Gender Parity Index (GGPI) stands at 72% indicating that women
across the world face a 28% gender gap [7]. In Ethiopia, the index stands at 71% [8] indicating that
29% of women are excluded which should be addressed in line with the attainment of Sustainable
Development Goal No. 5 on attaining gender equality and women empowerment by 2030. Gender
inequality limits the potential of the disadvantaged persons thus denying the world of the
contributions such groups could offer for development. Gender parity is the foundation for
establishing a peaceful, sustainable, and prosperous world where women/girls and men/boys are
allowed to enjoy their potential to the fullest. Gender equality also ensures the elimination of
gender-based abuses and violence which mostly affect children and women [9].
Female genital mutilation, CM, and gender inequality have a relationship and are some of the
harmful discriminations that women in Ethiopia face. To attain a better world where women’s
rights are nurtured and preserved, these issues must be addressed to meet world standards.
UNICEF, in collaboration with other partners, has been conducting various projects aimed at
addressing these issues. At the start of 2021, UNICEF in collaboration with Population Media
Center-Ethiopia (PMC-E) initiated a project in January 2021 to promote positive behavioral
change to end FGM, and CM and promote gender equality in 16 woredas from SNNP, Oromia,
Somali, and Afar Regional States of Ethiopia. (SNNP region later split into three increasing the
overall projected regions into six). This study evaluates the effectiveness of the project in
knowledge creation and attitude change that informs behavior change away from these
harmful/discriminatory practices to women and children.
PROBLEM STATEMENT
Increasing people’s knowledge about issues, and changing their attitudes and norms are some
ofthe ways through which social behavior change (SBC) can be attained. Social behavior change
is critical in addressing the issues of FGM, CM, and gender equality in Ethiopia, a country with
some of the highest prevalence of FGM, CM, and gender inequality. Pilot studies conducted by
UNICEF, as well as other researchers, have shown that well-planned radio talk shows
(RTS)aimed at increasing knowledge and changing attitudes are critical to influencing SBC
among communities because radios are easily accessible tools of information transfer in rural
areas (compared to other forms of media tools), and that radio broadcasts offered in local
languages can easily be understood and appeals to listeners (thus eliminating language barrier
issues). The RTS were produced and aired for one and half years and have had a remarkable
impact on the lives of many women and girls in the UNICEF/PMC-E intervention woredas.
OBJECTIVE OF STUDY
The objective of the project was to evaluate the role of RTS in increasing knowledge, developing
positive attitudes, and bringing behavior change related to 1) child marriage, 2) female genital
mutilation (FGM), and 3) gender equality among individuals, families, and communities in
target areas of Ethiopia using large-scale awareness creation, listener groups, and capacity
building training and advocacy workshops activities.
Page 4 of 15
64
Advances in Social Sciences Research Journal (ASSRJ) Vol. 10, Issue 11, November-2023
Services for Science and Education – United Kingdom
MATERIALS AND METHODS
The study adopted a cross-sectional survey completed at the household level within the RTS
broadcast area, supplemented with KII with PMC-E trained influencers. The talk shows
addressed the issues of gender equality, prevention of FGM, and child marriage, and encouraged
the listeners to act against these harmful practices. The talk shows also provided information
and support to the victims and survivors of FGM and child marriage and empowered them to
speak out and seek help. The talk shows have contributed to the reduction of FGM and child
marriage cases in various woredas and have inspired many communities to abandon these
harmful traditions and respect the rights and dignity of women and girls. The study used a
stratified cluster sampling method where the households were stratified according to their
region. The chosen sample comprised 458 households (divided nearly equally between RTS)
from whom people aged 15-49 years were interviewed. Survey data was collected using KoBo
Collect application uploaded by research assistants using Android phones and uploaded to the
server as soon as was feasible while face-to-face interviews were used to collect data from KII.
The KI were PMC-E-trained influencers and responded to questions that could not be included
in the survey yet were important for the study. The data collection exercise took place between
the 16th and 28th of January 2023. Out of the respondents who participated in the study, 111
were from areas covered by Mano, 111 were from Ofiishiif, 111 were from YalalekeGuzo, and
125 were from a jurisdiction covered by Himilo. The majority (77.7%) of the respondents were
non-listeners. Collected data was cleaned and analyzed with the help of several programs
including KoBo Toolbox, Microsoft Excel, QGIS, and RStudio. Descriptive statistics were used in
the analysis.
FINDINGS
Reach, and Audience Size
As shown in Table 1, the RTS broadcast for this project had a potential audience of an estimated
14,045,396 people within the target age range of 15-49. The table below summarizes the
overall reach, audience size, and cost-per-listener for all RTS combined and individually.
Table 1: Reach, and Audience Size
Metric All RTS Himilo
(Somali)
Meno
(Afar)
Offiishiif
(Oromia)
YalalekeGuzo
(Sidama)
Total Target Population (15-
49)
14,045,396 979,320
(7%)
1,446,829
(10%)
5,737,428
(41%)
5,881,819 (42%)
Percent aware of RTS 31%
(average)
2% 65% 32% 30%
Percent of the target
population that listens to RTS
23% 2% 65% 11% 14%
Number of Listeners 2,376,183 23,504 938,992 619,642 794,046
Percent of the target
population that has access to
radio
53% 6% 69% 51% 87%
Percent of the target
population that listens to RTS,
adjusted for radio access
43% 38% 94% 21% 16%
Page 5 of 15
65
Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Effectiveness of Radio Talk Shows by UNICEF Ethiopia in Increasing Knowledge and Changing Attitudes and Behaviors Around Child Marriage,
Female Genital Mutilation, And Gender Equality. Advances in Social Sciences Research Journal, 10(11). 61-75.
URL: http://dx.doi.org/10.14738/assrj.1011.15797
The largest potential audience for RTS (42%) was from Sidama where YalalekeGuzo was
broadcast while the least potential audience was from Himilo (7%). Out of the total target
population, 31% were aware of RTS. Specifically, in every RTS target area, the awareness about
the shows was 65% for Meno, 32% for Offiishiif, 30% for YalalekeGuzo, and 2% for Himilo. The
percentage of the target population listening to RTS was 65% for Meno, 14% for Yalaleke Guzo,
11% for Offiishiif and 2% for Himilo. The majority of the population had access to radio in most
regions except in Somali where only 6% of the target population had access to radio.
Impact of RTS on Attitude and Knowledge towards FGM, CM, and Gender Equality
Figure 1: Listeners’ knowledge and attitude improvement
Across all four RTS, all respondents (100%) recorded improved knowledge and attitudes on
FGM, CM, and Gender equality.
Cascading training to community members was found to contribute to enhanced attitude
change and knowledge gained from RTS. At baseline, it was estimated that each PMC-E trained
influencer would reach 20 community members to whom they would create awareness of
RTS.The total reach was, thus, projected to be 3,400 people (60% female and 40% male).
However, this target was surpassed as shown in Figure2 below as 11,508 people were reached.
100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
0%
20%
40%
60%
80%
100%
120%
Himilo (somali) Meno (Afar) Ofiishiif (Oromia) Yalaleke Guzo
(SNNPR)
Overall (All RTS)
Improved knowledge and attitude Among
RTS Listeners
Improved Attitude Improved Knowledge
Page 6 of 15
66
Advances in Social Sciences Research Journal (ASSRJ) Vol. 10, Issue 11, November-2023
Services for Science and Education – United Kingdom
Figure 2: People reached through Cascade training
Overall, the cascade training was very useful in improving the knowledge and attitudes of
participants. The chart below presents the percentage of participants whose knowledge and
attitudes improved in the areas of child marriage, FGM, and gender equality. All are above 60%,
except the gender equality participants in Somali, yet even that is a success if 40% of the
participants improved knowledge and shifted attitudes related to gender equality.
Figure 3: Improved attitude and knowledge among cascade training participants
The qualitative findings elaborated on how RTS brought about knowledge gain and attitude
change. The findings indicated that RTS brings about knowledge, creates a positive attitude,
and brings behavior change. For instance, a KI instanced the testimony one of the interviewees
presented to him:
“I have been a part of the PMC radio programme series, which has made me learn
a lot of new things [about FGM]. After listening to the programme, I made the
decision not to allow any of my girls to be circumcised.”
520
2150
594
3058
6322
1028 1300
306
2552
5186
0
2000
4000
6000
8000
Himilo (Somali) Meno (Afar) Ofiishiif
(Oromia)
Yalaleke Guzo
(SNNPR)
Total (all 4 RTS)
Number of Men and Women Reached through Cascade
Training
Men Women
60%
88%
100%
79% 78%
65% 63%
100%
75% 72%
40%
100% 100%
75% 74%
0%
20%
40%
60%
80%
100%
Himilo (Somali) Meno (Afar) Ofiishiif
(Oromia)
Yalaleke Guzo
(SNNPR)
Average (all 4
RTS)
Improved Knowledge and Attitude Amongst Cascade
Training Participants
Child Marriage FGM Gender Equality
Page 7 of 15
67
Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Effectiveness of Radio Talk Shows by UNICEF Ethiopia in Increasing Knowledge and Changing Attitudes and Behaviors Around Child Marriage,
Female Genital Mutilation, And Gender Equality. Advances in Social Sciences Research Journal, 10(11). 61-75.
URL: http://dx.doi.org/10.14738/assrj.1011.15797
Interviewees were also asked about child marriage and the general feedback was that the RTS
had influenced a reduction in cases of CM. One respondent, (a lawyer) explained:
“When we compare current statistics of CM in RTS broadcast areas with figures
from the previous years (before the shows) we see a reduction in the cases of CM.”
Another respondent informed.
“If we work together [with RTS]to overcome weaknesses [in the fight against FGM,
CM, and Gender Equality], we will show positive and progressive changes in the
future.”
However, regardless of the positive knowledge creation opportunities RTS made and the
impact that knowledge had on FGM, CM, and gender equality, a respondent in Sidama informed
that the RTS exposition of the issue of FGM had influenced the secret performance of the
practice. The respondent said.
“FGM is reduced but it is not stopped completely. It is done secretly with the
permission of the mothers and the teenagers.”
Influence of RTS on Child Marriage
The study revealed that 100% of RTS listeners consider girls’ education important while many
non-listeners do not consider it important. As a result, many (100%) of the listeners
interviewed agree that they would allow their girls to complete school before being married off
while over 70% of non-listeners do not commit to allowing their girls to complete school before
being married off. Both listeners (100%) and non-listeners (96%) know that child marriage is
a crime in Ethiopia. However, 4% percent of the non-listeners do not know about the illegality
of CM.
Influence of RTS on Female Genital Mutilation (FGM)
The majority (98%) of listeners to RTS commit to keeping their daughters uncircumcised while
a lower percentage of non-listeners commit to the same. Many (71%) listeners are aware that
FGM is not a requirement in their religion while many (86%) non-listeners do not hold the same
view. The study also established that the community expects more non-listeners than listeners
to support FGM. However, both listeners (93%) and non-listeners (94%) agree that FGM is
becoming less common in their communities over time an indication that generally the practice
is being managed/reduced.
Influence of RTS on Gender Equality (GE)
The majority (99%) of listeners and 92% of non-listeners agree that men and women should share
work and responsibilities equally in families. However, many listeners (94%) agree while non- listeners (77%) disagree that it is not important for a man to show his wife/partner who the
boss is. More non-listeners than listeners believe that when women get rights, they are taking
them away from men. Non-listeners think that in their communities’ women’s opinions are
invaluable and should not be considered always when making household decisions. Non- listeners also do not believe that a husband and a wife should unite in deciding the spending of
their household income. Contrastingly, listeners think that in their communities’ women’s
Page 8 of 15
68
Advances in Social Sciences Research Journal (ASSRJ) Vol. 10, Issue 11, November-2023
Services for Science and Education – United Kingdom
opinions are valuable and should always be considered when making household decisions.
Listeners also believe that a husband and a wife should unite in deciding the spending of their
household income. More non-listeners (57%) than listeners (56%) believe that women who
make important family decisions are taking power away from their husbands. Concerning
children, 100% of listeners and 98% of non-listeners opine those daughters and sons are
equally valuable to their parents.
Key Messages Recalled
RTS listeners were read a list of key messages and asked which they recalled the RTS discussing.
The evaluation found that messages on FGM, CM, and gender equality were recalled across all
areas covered by the four radio shows. Overall, YalalekeGuzo and Offiishiif listeners recalled
more of the messages, while Meno listeners showed moderate recall. Himilo listeners recalled
the fewest specific child marriage and FGM messages, which may be a function of the very small
number of listeners within the sample.
Child Marriages Messages Recalled
The specific CM messages recalled are shown in Figure4 below.
Figure 4: Child marriage messages recalled
0%
33%
0%
0%
33%
0%
67%
0%
67%
33%
67%
67%
67%
33%
33%
50%
56%
49%
51%
46%
53%
44%
63%
56%
56%
43%
42%
50%
50%
75%
50%
100%
67%
100%
50%
75%
58%
67%
100%
100%
60%
100%
87%
87%
87%
73%
100%
93%
93%
93%
93%
93%
0% 20% 40% 60% 80% 100%
The role of teachers in ending child marriage
Regional trends and drivers of child marriage
The role of school and girls' clubs in ending...
How men and boys can help end child marriage
Supporting girls to say no to child marriage
Empower adolescent girls to prevent child...
Hero Fathers in the community that say "no"...
General information on child marriage
Legal action on child marriage
How community agents can help end child...
Impacts of child marriage on girls
How to report cases of child marriage
Education impact of child marriage
Yalaleke Guzo (SNNPR) Ofiishiif (Oromia) Meno (Afar) Himilo (Somali)
Page 9 of 15
69
Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Effectiveness of Radio Talk Shows by UNICEF Ethiopia in Increasing Knowledge and Changing Attitudes and Behaviors Around Child Marriage,
Female Genital Mutilation, And Gender Equality. Advances in Social Sciences Research Journal, 10(11). 61-75.
URL: http://dx.doi.org/10.14738/assrj.1011.15797
Child marriage messages were widely remembered, particularly with YalalekeGuzo listeners
followed by Offiishiif listeners. Himilo, listeners did not recall how boys and men could help in
ending CM as well as failed to recall the role of schools, teachers, and girls’ clubs in ending CM,
The Himilo listeners also failed to recall the general information on child marriage.
Recall of FGM Messages:
Figure 5 shows the FGM messages recalled by respondents.
Figure 5: FGM Messages Recalled
Overall, FGM messages were largely recalled as the majority of the messages had a recall rate
higher than 50%. YalalekeGuzo listeners recalled most of the messages presented to them (80-
100% recall rate). The other recall rates were 58%-100% for Offiishiif listeners, 26%-61% for
Meno listeners and the least recall was among Himilo listeners who failed to recall the role of
mothers in protecting their daughters from FGM, the role of schools, teachers and girls' clubs
0%
0%
0%
0%
0%
0%
33%
33%
33%
33%
67%
67%
100%
100%
26%
46%
42%
46%
53%
51%
43%
47%
51%
49%
39%
61%
61%
57%
58%
67%
58%
58%
58%
67%
75%
67%
83%
100%
100%
100%
75%
75%
100%
80%
100%
100%
100%
100%
93%
100%
87%
93%
94%
100%
93%
100%
0% 20% 40% 60% 80% 100%
The role of teachers in ending FGM
Regional trends and drivers of FGM
The role of religion in fighting FGM
The role of men and boys to help end FGM
The role of school and girls' clubs in ending
FGM
The role of mothers to protect their children
from FGM
How to report cases of FGM
Legal action on FGM
Hero Fathers in the community that say "no"
to FGM
Empowering adolescent girls to prevent FGM
Addressing myths and rumors about FGM
General information on FGM
How community agents can help end FGM
Impacts of FGM on girls
Yalaleke Guzo (SNNPR) Ofiishiif (Oromia) Meno (Afar) Himilo (Somali)
Page 10 of 15
70
Advances in Social Sciences Research Journal (ASSRJ) Vol. 10, Issue 11, November-2023
Services for Science and Education – United Kingdom
in ending FGM, the role of men and boys, the role of religion in ending FGM and the regional
trends and drivers of FGM.
Impact of Radio Talk Shows
The evaluation found that the majority of the listeners considered the RTS as entertaining,
educational, worth sharing with family and friends, and were broadcast at a convenient time to
listeners. Additionally, the change that RTS had created among listeners was investigated and
presented in Figure6 below.
Figure 6: Impact of RTS
All respondents agreed or somewhat agreed that RTS had made them aware of social issues
they had never had before, inspired them to make changes in their lives, changed their attitudes
about sensitive topics that affect their communities, inspired them to make and stick to changes
in their lives, helped them increase knowledge on important issues to them, and made them
reflect on what people in their communities considered as normal.
DISCUSSIONS
Reach, and Audience Size
Out of the total potential audience of 14,045,396 people aged 15-49 for RTS, Yalaleke Guzo, and
Offiishiif broadcast areas had the largest potential audience while the least potential audience
was from Himilo purely determined by the population in the respective areas who can access
the said shows. Out of the total potential target population, the majority of the audiences were
not aware of RTS indicating a need for continued marketing of the shows which according to
Mohammed [10] increases listenership. The majority of the target population does not listen to
RTS as only 23% do. This is surprising given that the majority (53%) of the target population
have access to radios. However, this finding could be associated with listeners not being
78%
78%
81%
84%
88%
94%
22%
22%
19%
16%
12%
6%
0% 20% 40% 60% 80% 100%
The RTS made me reflect on what people in
my community consider normal
The RTS helped me increase my knowledge
on issues important to me
The RTS inspired me to make and stick to
changes in my life
The RTS changed my attitudes about
sensitive topics that affect my community
The RTS inspired me to make changes in my
life
The RTS made me aware of social issues
that I had never heard of before
Agree Somwhat Agree Neutral Somewhat Disagree Disagree
Page 11 of 15
71
Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Effectiveness of Radio Talk Shows by UNICEF Ethiopia in Increasing Knowledge and Changing Attitudes and Behaviors Around Child Marriage,
Female Genital Mutilation, And Gender Equality. Advances in Social Sciences Research Journal, 10(11). 61-75.
URL: http://dx.doi.org/10.14738/assrj.1011.15797
interested in listening to RTS or having alternative programmes that they are listening to which
can be averted by enhanced marketing of the shows and their significance.
Knowledge Gain and Attitude Change
The study established that RTS listeners have improved attitudes towards/ and knowledge of
FGM, CM, and gender equality issues. This finding is in concurrence with Mohammed’s [10, 11]
submissions that listenership influences attitudinal and behavioral change. By informing
listeners on the need to rise up against FGM, CM, and gender inequalities, the shows create
awareness and inculcate in listeners a positive perception towards these issues hence inducing
in them a change of their attitudes from the traditional and cultural hard line against gender
equality and anti-FGM and CM issues to a softer and positive attitude that discourages the
perpetuation of these harmful practices. This analysis is in line with what the KI indicated—
that the shows create awareness which is the foundation for changing behavior from negative
pro-FGM and CM to anti-FGM, gender equality, and anti-CM behavior.
Generally, the study found knowledge gain as one of the key impacts of the RTS. From the KIs,
it was revealed that knowledge gaining was a precursor to attitude shift indicating that the
knowledge respondents gained from the shows enlightened them on the issues at hand (FGM,
CM, and Gender equality) hence putting them in a well-informed position to adopt certain
acceptable attitudes and behavior. This purpose of education is in concurrence with Arlinghaus
and Craig’s [12] study. Besides live RTS, the KI offered listeners booklets written in one’s
specific language from which they could get informed about the issues at hand. This contributed
to the enhanced knowledge gain.
One of the predictors of knowledge gain as established in the study was the ability to recall key
messages. Messages on FGM, CM, and gender equality were recalled across all areas covered by
the four radio shows. One is likely to apply messages that they can remember [12] hence, the
finding that many of the respondents were able to recall the key messages, is an indication that
learning has taken place and that the messages can be applied in their respective places of need.
Child marriage, FGM, and gender equality messages were widely remembered, particularly with
YalalekeGuzo listeners followed by Offiishiif listeners. This presents RTS as an informative avenue
for disseminating messages [10]. Himilo, listeners did not recall some specific messages perhaps
because the messages were from topics of less interest to them. Therefore, creating awareness
through continued sensitization to demystify the issue of child marriage and the roles taken by
each party would help enable listeners to find value in the topics shared and hence appreciate the
messages broadcast in the shows. This could enhance the recall levels of Himilo listeners,
particularly on messages concerning the roles of stakeholders in ending CM, and FGM.
On the flip side, the study revealed a negative attitude/behavior among listeners that was
associated with knowledge gain from RTS—concealment of illicit practices like FGM. Although
the awareness created by RTS was good in presenting a positive change as explained above, it
also enticed some who still had a strong cultural connection to FGM to continue the practice in
secrecy. The interviews substantiated this finding that out of the enlightenment listeners
received, some had devised the behavior of engaging in FGM in secret which likely pulls back
the efforts against FGM. Noteworthy, this dissenting effect of the awareness was minimal as
fewer respondents attributed to it. Overall, there was a reduction in FGM, and CM cases
Page 12 of 15
72
Advances in Social Sciences Research Journal (ASSRJ) Vol. 10, Issue 11, November-2023
Services for Science and Education – United Kingdom
compared to the previous year’s possible indication of the impact of RTS as predicted by UNFPA
[14].
Child Marriage
RTS creates awareness against the culture of honoring child marriage over their education [15].
This is evidenced in the positive perception towards education that listeners have for their girls
compared to non-listeners. As a result, the shows encourage listeners to allow their girls to
complete school before being married which then fights against CM. The shows should thus be
advanced to non-listeners as their lack of listenership to the shows makes them prioritize CM
over their girls’ education. It seems that those who perpetuate CM do so with the knowledge
that they are contravening the law since the findings show that both listeners and non-listeners
are aware of the illegality of CM under Ethiopian law and the internationally accepted best
practice for the treatment of children [2]. There is a possibility that through other awareness
forums (other than RTS), the Ethiopian citizenry (including non-RTS listeners) have been
informed of the illegality of CM. However, more awareness needs to be created to enable the
remaining 4% to get informed about this illegality because, as few as they may be, they can still
slow the achievement of CM-free Ethiopia by 2030.
Female Genital Mutilation (FGM)
Many of the listeners more than the non-listeners have committed to keeping their daughters
uncircumcised. Although this is a good report on the fight against FGM, more needs to be done
to ensure the attainment of 100% commitment among all listeners and non-listeners. The
higher commitment among listeners compared to non-listeners is attributed to the increased
knowledge gained on FGM through the RTS which has enlightened the respondents more than
the non-listeners [2].
There is also a downside to the enlightenment brought about by the RTSs.For a long time, FGM
has been associated with religion [1, 2] which is contrary to what this evaluation discovered
courtesy of the awareness created by the RTS. The majority of the listeners believed that FGM
is not required in their religion. Although non-listeners still believe their religion supports FGM,
this belief is only founded in lack of awareness and, as such, the shows should be promoted
more among the non-listeners to elucidate this issue and bring about a changed belief on the
relationship between FGM and religion.
Female Genital Mutilation is an age-old cultural practice perpetuated by the community keen
to preserve their culture [1, 2, 4]. The fact that non-listeners think that the community expects
them to support FGM reveals the needed awareness to concert this perception among this
group. It is positive that listeners do not feel that their communities expect them to support
FGM—which is associated with the enlightenment they have received from the RTS. Since
individuals are the ones to change communal perceptions, reaching out to more non-listeners
will help change the notion that the community holds towards supporting FGM. The finding that
FGM is becoming less common among listeners and non-listeners indicates that progress is
being made and that besides the RTS, there are other awareness-creation measures that are
becoming fruitful in de-popularizing the practice. Out of the lack of support from individuals
and the community, FGM was becoming less common over time which is in line with the world’s
expectation of an FGM-free world hence the focus of RTS.
Page 13 of 15
73
Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Effectiveness of Radio Talk Shows by UNICEF Ethiopia in Increasing Knowledge and Changing Attitudes and Behaviors Around Child Marriage,
Female Genital Mutilation, And Gender Equality. Advances in Social Sciences Research Journal, 10(11). 61-75.
URL: http://dx.doi.org/10.14738/assrj.1011.15797
Gender Equality (GE)
Generally, both listeners and non-listeners agree that men and women should share work and
responsibilities equally in families indicating that all are aware of the abilities of either gender
in completing tasks contrary to Endalcachew’s [17] finding. Regardless, Ethiopians still hold
inequality practices which are mainly dominant among non-listeners. While listeners have been
informed that showing their wives who the boss is irrelevant in families, non-listeners still hold
on to this view, an indication that the shows have desensitized the chauvinistic beliefs of
listeners. Non-listeners think that women’s opinions are not of value and that these opinions
should not be considered when making decisions, and that a husband and a wife should not
unite in deciding the spending of their household income while listeners think otherwise.
More listeners than non-listeners also appreciate gender equality among their children. Thus,
the study shows that non-listeners have a higher tendency of practicing gender inequality
compared to listeners who, the study has found to be promoters of the gender equality factors.
This clearly indicates how awareness creation is critical to eliminating the inequalities common
in Ethiopia as presented in many literatures [6]. From these findings, it is clear that through the
RTS, Ethiopians can advance the principle of gender inclusivity as indicated in the literature by
Asuako’s study [16]. This creates room for the advancement of RTS among non-listeners by
addressing the inhibitory factors.
It is, however, worrisome that the majority of both listeners and non-listeners communities
believe that if women make important family decisions, then they are taking power away from
their husbands. Among the listeners, this is indicative of the feeling respondents have as the
balance of gender equality is appreciated. Those (women) who did not have certain privileges
since all was meant for men) are now appreciating the same. It is however interesting that they
perceive this privilege as power (which is not).
Impact of RTS
To many people in the targeted regions, RTS were relevant and useful as the shows were
entertaining and educational and the information disseminated through the shows was
broadcast at a convenient time to listeners and was worth sharing with family and friends. This
indicates that the programmes were well thought out to ensure they catch the attention of
listeners, offer appropriate and relevant content, and inform. Thus, the shows met the intended
target of offering knowledge and information relevant to enable the management of CM, FGM,
and gender inequality. The RTS created awareness of social issues listeners had never had
before, inspired them to make changes in their lives, changed their attitudes about sensitive
topics that affect their communities, inspired them to make and stick to changes in their lives,
helped them increase knowledge on important issues to them, and made them reflect on what
people in their communities considered as normal. These findings are in agreement with the
pieces of literature [10, 11, 13] on the advantages of radio programs to listeners.
CONCLUSION
The study concludes that RTS is effective in informing and educating listeners on FGM, CM, and
gender equality matters. By providing information and educating listeners, the shows create
awareness which enlightens listeners to change their behavior by discarding the negative
practices and adopting the positive ones. This has an impact on reducing FGM, CM, and gender
inequality.
Page 14 of 15
74
Advances in Social Sciences Research Journal (ASSRJ) Vol. 10, Issue 11, November-2023
Services for Science and Education – United Kingdom
RECOMMENDATIONS
1. RTS should be scaled up into unreached areas to expand the shows' reach and influence
on FGM, CM, and gender equality. This must be planned carefully after a media analysis
in appreciation of the changing media landscape in the country and globally.
2. The media landscape is changing not only in Ethiopia but also across the world. This
means that the time people spend listening to the radio, as well as ownership of radios,
is decreasing significantly. Thus, as FGM, CM, and gender equality interventions are
being designed, they should bear in mind this change and adjust appropriately by
providing alternative channels through which information on choice topics can be
disseminated to listeners e.g., by use of mobile phones or apps, podcasts among other
media. The media channels should also offer listeners control over the content and
promote listener participation in their programmes which are characteristic of modern- day media consumers.
3. Since FGM and CM are culturally embedded, creating change against them requires that
RTS programmers and implementers work closely with the Bureaus of Women and
Social Affairs to coordinate the efforts of RTS for utmost success.
4. There is a need to strengthen the involvement of influencers and listener groups to
advance community mobilization and awareness-creating activities.
References
[1] UNICEF. Understanding the Relationship Between Child Marriage and Female Genital Mutilation: A
Statistical Overview of Their Co-occurrence and Their Risk Factors. UN, 2021.
[2] UNICEF. “Case study on ending child marriage and female genital mutilation in the Federal Democratic
Republic of Ethiopia.” Unicef.org, 2021, www.unicef.org/esa/media/8921/file/Ethiopia-Case-Study-Chid- Marriage-FGM-2021.pdf. Accessed 12 August 2023.
[3] UN Women. “Prevalence Data on Different Forms of Violence against Women.” UN Women Global Database
on Violence against Women, evaw-global- database.unwomen.org/fr/countries/africa/ethiopia?formofviolence=c1acf03e0c694de38a557407ce413
e65. Accessed 10 August 2023.
[4] Costello, Susan. “Female genital mutilation/cutting: risk management and strategies for social workers and
health care professionals.” Risk management and healthcare policy vol. 8, 2015, pp. 225-33.
doi:10.2147/RMHP.S62091.
[5] Equality Now. “Female Genital Mutilation (FGM).” Equalitynow.org, 2023,
https://www.equalitynow.org/female-genital-mutilation/. Accessed 10 August 2023.
[6] Wright, Ain. “Closing the Gender Gap: Women’s Rights in Ethiopia and Mexico” Global Majority E-Journal,
Vol. 11, No. 1, June 2020, pp. 47–60.
[7] UN Women. “Press release: Less than 1 percent of women and girls live in a country with high women’s
empowerment and high gender parity.” Unwomen.org, 18 July 2023, www.unwomen.org/en/news- stories/press-release/2023/07/press-release-less-than-1-percent-of-women-and-girls-live-in-a-country- with-high-womens-empowerment-and-high-gender-parity. Accessed 12 August 2023.
[8] Statista. “Gender gap index in Ethiopia from 2016 to 2022.” Statista.com, July
2022,www.statista.com/statistics/1253979/gender-gap-index-in- ethiopia/#:~:text=In%202022%2C%20Ethiopia%20had%20an,out%20of%20156%20countries%20glob
ally. Accessed 12 August 2023.
Page 15 of 15
75
Ahmed, H., Westering, J. V., Shikur, Z., Terefa, F. G., Challa, A., Sharma, R., Aika, M., Brooks, A., Sani, M., Maksud, N., Akullu, H., & Mabirizi, J. (2023).
The Effectiveness of Radio Talk Shows by UNICEF Ethiopia in Increasing Knowledge and Changing Attitudes and Behaviors Around Child Marriage,
Female Genital Mutilation, And Gender Equality. Advances in Social Sciences Research Journal, 10(11). 61-75.
URL: http://dx.doi.org/10.14738/assrj.1011.15797
[9] Save the Children. “Gender Discrimination Causes Inequality.” Save the Children, 2023,
www.savethechildren.org/us/charity-stories/how-gender-discrimination-impacts-boys-and-girls.
Accessed 12 August 2023.
[10] Mohammed, Jemal. “The use of Community Radio to Support Local Development Efforts in Ethiopia: The
Case of Waghimra Community Radio.” Malaysian Journal of Communication Vol. 34, Issue 2, 2018, pp.188-
204.
[11] IMS. “Assessing the capacity, challenges, and sustainability of the community radio sector in Ethiopia.”
Mediasupport.org, April 2019, https://www.mediasupport.org/wp-content/uploads/2019/04/Ethiopia- community-radio-assessment_IMS_April2019.pdf. Accessed 10 August 2023.
[12] Arlinghaus, Katherine, R. and Craig Johnston, A. “Advocating for Behavior Change with
Education.” American journal of lifestyle medicine vol. 12, Issue 2, 2017, pp. 113-116.
Doi:10.1177/1559827617745479.
[13] Mphaka Patrick, Mawulikplimi Affognon, Harrison Sylvie, and Burnham Kathryn. “How to create a radio
campaign.” Farm radio fm. June 7, 2022. https://training.farmradio.fm/how-to-create-a-radio-campaign/.
Accessed 12 August 2023.
[14] UNFPA. “With funding from partners, Ethiopian radio talk shows aim to end female genital mutilation.”
United Nations Population Fund, Unfpa.org, 18 November 2021, www.unfpa.org/updates/funding- partners-ethiopian-radio-talk-shows-aim-end-female-genital-mutilation.Accessed 12 august 2023.
[15] Girls not Brides. “A radio programme raising awareness of child marriage in South Kivu.”
Girlsnotbrides.org,www.girlsnotbrides.org/take-action/donate-our-members/radio-programme-raising- awareness-child-marriage-south-kivu/. Accessed 12 August 2023.
[16] Asuako, Jennifer. “Women’s Participation in Decision Making: Why it Matters.” United Nations
Development program, 4 December 2020, https://www.undp.org/ghana/news/women%E2%80%99s- participation-decision-making-why-it-matters. Accessed 12 August 2023.
[17] Bayeh, Endalcachew. "The role of empowering women and achieving gender equality to the sustainable
development of Ethiopia." Pacific Science Review B: Humanities and Social Sciences 2.1 (2016): 37-42.