![]() ![]() So we created a myth-busting TV, social media, radio and magazine campaign to reach girls and their families with information about the HPV vaccine and inspire conversation, helping girls engage with the content more meaningfully than passive viewers or listeners. It was also proving hard to contact many eligible girls who were out of school. We found girls had significant information gaps around the vaccine, with many thinking it leads to infertility. Girl Effect and Gavi worked with the Ministry of Health to identify the reasons why and explore solutions. Tanzania rolled out the HPV vaccine nationally in 2018 to 14-year-old girls, but there was low levels of uptake, particularly of the second dose. They also have a better factual understanding of the HPV vaccine and trust its safety. When TV drama viewers are compared with non-viewers, Yegna audiences have greater knowledge about cervical cancer and the HPV vaccine. The TV drama has recently finished its fourth season and had around 90% of viewers watching the series weekly or fortnightly. The show tackles real-life challenges that teenage girls face today, including topics on health and the HPV vaccine. Yegna introduced Ethiopia’s first TV drama for teenagers, a national broadcast that reached urban and rural communities, captivating an audience of over 9.8 million people, including 14-years-old girls, the target vaccine group. Girl Effect’s youth brand Yegna is a household name that has nationwide reach through its media content. Additionally, girls can face greater parental controls resulting from safety concerns and cultural expectations. ![]() Many Ethiopian families live in communities where a lack of infrastructure hinders access to information. ![]()
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