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Many studies have underlined the high prevalence of child marriage in Ethiopia, particularly in the Amhara region, and their devastating effects on the mental and physical health of the girls involved. This qualitative research aims to investigate the effectiveness of multimedia messaging including radio and print messaging, face-to-face group discussions as well as interactions with a radio station in altering people s perception of child marriage. By analysing reflection statements in group diaries, the study identifies changes in the Knowledge, Attitude and Practices (KAPs) concerning child marriage of a multimedia audience in three districts of the North Gondar Zone in the Amhara region.
The study contains a comprehensive literature review, comprising several findings regarding the magnitude of child marriage practices. Using the hybrid qualitative method of thematic analysis, it highlights important features and drawbacks of potential approaches to mobilising the community against child marriage. Moreover, a detailed description of multimedia intervention procedures is included, which can serve as a guideline for media practitioners and social development initiatives.

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The author Getnet Eshetu graduated in Biology from Addis Ababa University and was awarded his master s degree in Educational Psychology by Bahir Dar University. He served as a high school teacher for 6 years and has worked for the Gondar Education Media Center for the past 20 years up to the present. His media experience encompasses the areas of management, training and research as well as designing and implementing media projects on different social and development issues. Among his research papers is the study Involving Children for Hand Washing Behavior Change: Repeated Message Delivery to Foster Action, which has been published by Anchor Academic Publishing in 2013.

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