Using Music to Challenge Child Marriage in Rural Ethiopia

Ending child marriage requires more than laws and policies. While legal frameworks are essential to protect girls’ rights, they are often insufficient to shift deeply entrenched social norms that deny girls the ability to decide over their own lives, education, and futures. In such contexts, communication that speaks to dignity, agency, and choice can play a critical role in advancing social change.

During the implementation of the DFID End Child Marriage Programme in Ethiopia’s Amhara Region, one initiative demonstrated how culturally grounded storytelling can amplify girls’ voices and foster community-level reflection. This initiative a song titled Tewugn, an Amharic word meaning “Leave Me.”

In many rural settings, child marriage is shaped by a complex interplay of tradition, economic pressure, and concern for girls’ security and social acceptance. Addressing these realities requires more than awareness-raising; it requires creating space for families and communities to reflect on girls’ rights, education, and long-term wellbeing. Communication on such sensitive issues must therefore be empathetic, respectful, and culturally resonant. Messaging that feels accusatory or externally imposed can provoke resistance, while narratives rooted in local identity and values are more likely to be embraced.

With this in mind, the programme team explored music as a platform for social norm change. In 2017, a music video for Tewugn was produced in Mecha Woreda of North Gojam, a community setting where the story closely reflected lived realities. The initiative was developed through close collaboration with local artists and community members, ensuring the message emerged from within the cultural context rather than being imposed from outside. The production process was guided by safeguarding and do-no-harm principles, reinforcing the importance of ethical storytelling in rights-based programming.

The song was performed by Tigist Addisu, a widely respected Ethiopian traditional singer known for socially engaging music and trusted by rural audiences. Her involvement brought strong cultural credibility to the initiative and helped ensure the message was received as authentic. In this context, music was not simply a creative output; it became a trusted medium for expressing girls’ voices and experiences.

Tewugn tells the story of a teenage girl forced into marriage against her will. She later dies from childbirth complications, and only after her death do her parents fully recognize the consequences of denying her the right to choose. In regret, they commit to sending their remaining daughters to school rather than marrying them early. The title, “Leave Me”, is a powerful articulation of agency, reflecting a girl’s appeal to decide her own future. Importantly, the story avoids assigning blame and instead emphasizes reflection, learning, and the possibility of change.

Watch the music here:  Tigist Addisu - Tewugn | ተውኝ 

Following its release, the song and video were distributed to schools, local media outlets, and government institutions. While impact was not measured solely through distribution figures, the initiative resonated with young girls and communities, sparking dialogue around education, early marriage, and girls’ rights.

The experience of Tewugn underscores a key lesson for INGOs and UN Agencies working to end child marriage: when girls’ voices are amplified through culturally resonant and ethical storytelling, communication can become a catalyst for reflection and transformation. Lasting change is best achieved when communication speaks not only to the mind, but also to identity, dignity, and hope.