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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

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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

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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.