Ambo Mineral Water agreed with ’Yegna’, Ethiopian Girl Hub show, to print the latter’s logo on its Ambo’s bottle stickers that will be distributed in Addis Ababa and Amhara. The promotional campaign is aimed to mark the beginning of the fourth series of the radio drama and talk show on October 19.

The agreement between the two was concluded three weeks ago and the stickers that have the promotional campaign imprinted on them are already on the market since Wednesday, October 1, 2014. According to Fortune, Yegan’s logo is going to stay on Ambo’s stickers from four to six weeks.

Commenting on this Yegna’s marketing director, Aida Ashenafi, noted; “Ambo reaches everywhere in the country and this creates an opportunity for us to connect to the inner society that wer could not reach only through radio and television”.

“Partnering with Ambo means that we can leverage their extensive distribution network to increase awareness of Yegna and drive more listeners to the show,” she added.

Yegna was initiated in February 2010 as part of a continental project. It was launched with a three years grant from the UK Department for International Development (DID) and the Nike Foundation - Girl Hub.

The programme is focused in the Amhara State, which has the highest rate of child marriage from the world. The bottles are going to be distributed to this State as well as the capital city of the Nation.

Aida also made a comment saying, “This issue is also to make the private company involve in public affairs”.

A press release by Yegna stated, “The partnership between the two brands will also be featured in a joint billboard campaign at sites around Addis Ababa and the Amhara State. Meanwhile, 20 Ambo trucks will feature the co-branding for three months, including tune-in details for the show and the line ‘Ambo supports Yegna”.

According to Fortune, Yegna literally means “ours” in Amharic and the radio show is one presented by Girl Hub Ethiopia. The show incorporates talk show, radio drama and music platform.

Source: Fortune