Quantitative Mid-Term Evaluation of "Journey of Life"

This two-page evaluation publishes the media monitoring results of the “Journey of Life”, an entertainment education radio soap opera. The programme is a Family Planning (FP) and HIV/AIDS prevention radio drama. The drama addresses perceived risk and self-efficacy as it relates to FP and HIV/AIDS and dual protection offered by condoms. The results pertain to those households with working radios, where the radio was listened to at least once a week.

To clearly link the audience exposure of Journey of Life with attitude to behaviour changes, a monthly rapid media monitoring assessments was conducted, where a complete census of an entire kebele was conducted to determine radio ownership and listenership. A sample of the target age group (18-30 years old) was then further questioned for feedback on the show and impact on beliefs and behaviour. Adjacent kebeles were interviewed each month to avoid potential bias from practice effects and expectations of being interviewed.

The interviewers noted a high degree of involvement, liking, advocacy behaviour, and recall ofthe radio programme. The following statement was apparently typical of interviewers’ field notes: “Their awareness about sexually transmitted diseases and HIV/AIDS is increasing. They have already started discussing openly about sexual relations with their friends. This is a newly developed attitude.”