Media & Development: Broadcasting Change for 20+ Years
From HIV Prevention to Gender Equity, Pro Pride Leverages Radio as a Powerful Tool for Social Transformation
Program Overview
Since August 2000, Pro Pride has produced groundbreaking radio programs to spark behavior change, reduce stigma, and amplify women’s voices. Initially launched with “Yibekal” (“Enough is Enough”), the organization later expanded into a portfolio of powerful formats, including:
- Yibekal II: Expanded via World Bank-supported funding after winning a USD 167,000 award at the Global Development Marketplace in 2003.
- Additional shows: Essemahsalhu, Alegnta, Mitchu Lesetoch, Dir Biabir, Tenama, Biku Set, Abaaboo, launched across seven cities and aired on networks including FM 97.1, Ethiopia Radio, Amhara Mass Media Organization, Dire FM, Sheger FM, Ahadu Radio, and Fana stations.
- Focus Areas: HIV/AIDS prevention and stigma reduction; Violence against women; Reproductive health; Menstrual hygiene; Gender equality; Political participation; Child protection; Informal-sector rights.
Strategic Approach
| Strategy Component | Description |
|---|---|
| Innovative Production | Multimedia documentary, feature stories, interviews, and engaging drama formats conveying serious messages through relatable content. |
| National Coverage | Transition from local radio to national platforms via “Yibekal II”; expanded reach of subsequent programs across regional and national FM stations. |
| Issue-Driven Messaging | Tailored content tackling HIV prevention, gender-based violence, family planning, and women’s empowerment under cultural promotion of agency. |
Impact & Recognition
- Millions reached nationwide: “Yibekal II” aired on national radio; other shows reached audiences across Addis Ababa, Amhara, Oromia, Dire Dawa, and beyond.
- Trophy Winner & Grant Recipient: Awarded USD 167,000 at the World Bank Global Development Marketplace (2003)
motiontracker.org - Public Honors & Press Coverage: Recognized by the Ethiopian Government, HAPCO, Radio Ethiopia, and featured on BBC, CNN, VOA, ETV for its impact and innovation.
- Sustained Strategy: Over two decades of programming designed to challenge social norms, shape public discourse, and nurture progressive ideas.
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Contact Us
Email: info@propride.org
Phone: +251 11 663 0144 | +251 91 120 0602
Address: Sister NGOs Building, Yeka Sub‑city, Woreda 9 (near Athletics Federation), Addis Ababa, Ethiopia
Branches:
– Dire Dawa: Kezira, Kebele 03 – Tel: +251 25 112 5143
– Addis Ababa: Lideta Sub‑City,