TheTesfaye Abebe Art Center carries out its activities with qualified and professional multi lingual art and promotion professionals who have been working in various theater centers, institutions, and film and theater production companies in the country as well as in the regions.

DR.TESFAYE ABEBE ART CENTER team members are familiar in producing health related market show events including maternal and child health related issues.

The recently market show events our company organized for Save the children’s INSPIRE project  in Afar and Amhara regional states on maternal and child health is an exemplary as DR.TESFAYE ABEBE ART CENTER is producing  quality deliverables on time and to the highest standards.


Community wide event is a communication tool that can be used to increase knowledge and awareness of a health issue; influence beliefs and attitudes that affect behaviors and social norms; prompt action; demonstrate recommended practices; increase utilization of and support for services; address and explore popular misconceptions; and strengthen community support for recommended practices.

Organizing community wide events can be an effective way to share information and encourage community dialogue. It can strengthen the appeal of health messages and provide a believable and interesting way to explore health issues. It further allows audiences to receive key messages in an entertaining and exciting way and can engage audience members regardless of their literacy levels. Community wide events also provide an opportunity for repeated exposure to key messages, which can intensify their impact, especially when delivered through multiple channels.

Community wide events engage the audience, focusing their attention and actively involving them in an experience. Community events allows audiences to receive key messages in an entertaining and exciting way, and can engage audience members regardless of their literacy levels.

Community wide events used education and entertainment (Edutainment) programmers as a powerful means to educate, inform and influence social and individual behaviors. Edutainment uses popular entertainment formats to tackle serious social and health issues in a bold and entertaining way. While the entertaining function helps to hold the audience’s attention, the educational messages attempt to influence the audience member’s knowledge, attitude and behavior. Entertainment education stories can draw audiences into the center of an issue, move people emotionally and catalyze discussion and debate among the community members. Edutainment often uses drama, music, or other communication formats that engage emotions to inform audiences and change attitudes, behavior, and social norms. Worldwide, several health projects have used entertainment education to improve health status of the community.

In order for entertainment education to effectively encourage changes in behavior and social norms, it needs to be part of a comprehensive strategy that includes multiple interventions promoting key messages that are linked and reinforced.

Tesfaye Performing Art center believes in the power of innovative community wide event entertainment education channels to delivers key health messages and address the health hitches so as to improve the health of the community.



For decades, Tesfaye Abebe Theater Center has organized community wide events in Ethiopia using entertainment education forum theater approach. The forum theater community wide event approach engages communities and promotes social and behavior change by providing a forum for community members to reflect on common practices, discuss barriers, identify solutions, and engage in discussions around important issues. This participatory, interactive approach can be used to explore a wide range of public health and social development issues.  Community wide event forum theater activities are most successful when they are part of a larger communications strategy that is developed based on findings from formative research and the multiple reasons why recommended behaviors are not practiced. It explores issues affecting a community and encourages discussion and problem solving with community members. The actors perform a drama in a public space that presents a dilemma based on a specific problem or issue in that community. The actors perform the drama until a key decision or action is required. The audience then participates by offering suggestions to the characters and/or taking the place of the actors and acting out solutions to the dilemma. In order for a theater performance to be successful, the performance needs to tell an entertaining and engaging story.  DR. Tesfaye Abebe Performing art team develops  the content of the performance reflects a realistic understanding of the knowledge, attitudes, and practices of the target audience and that it is based on an analysis of the barriers that audience members believe impede behavior change.  Formative research findings can be used to ensure that performances express existing attitudes, beliefs, and practices, and the social context in which these practices exist, as well as the barriers that prevent the adoption of recommended practices (e.g., social, cultural, availability of services).


Dr. Tesfaye Abebe performing art team will follow the following methods while organizing community wide events

Crowd-pulling: On the day of a performance, performing group members arrive and begin crowd-pulling, which involves loud and colorful methods to attract an audience and announce that a performance is about to take place. Crowd pulling usually includes singing and dancing. Therefore, everyone will be welcomed to attend the performance

Ice breaking: Once the crowd is gathered, the performing group will execute one or two short, often comedic performances known as ice breaking. Ice breaking does not have educational content, but serves to develop rapport between the audience members and the performing group.

Performance: Then the performance is acted. The audience members are presented with a number of characters who are faced with a health-related dilemma. The actors perform several scenes to help the audience understand each of the characters. This continues until a key dilemma is introduced and the characters are forced to make a decision. At this critical point, the performance is stopped to encourage audience participation. When the performance stopped at the key dilemma, the actors “freeze” (stand in a fixed pose).

Facilitated discussion: With the actors frozen, the master of ceremony enters the performance and begins to facilitate a discussion with the audience on the best solution to the dilemma. The actors act out audience members’ suggested solutions, or audience members themselves take the actors’ places and act out their proposed solution. Suggestions continue to be discussed by the audience throughout the facilitated discussion. Audience members are encouraged to share their experiences and propose solutions for overcoming related barriers and challenges.

Magnification: In addition to the performance, this method provides a venue for sharing experiences of those who have changed their behavior and sustained the behavior over time. The community and performing group members identify those who have successfully adopted a new, healthy behavior or attitude and encourage them to share their experience with the audience. This experience-sharing, called magnification, offers audience members the opportunity to publicly share their experiences with others and to help advocate for behavior change in their community.

The target audience can listen to their peers talking about their experiences as a possible solution to the dilemma during a performance. Hearing the experiences and successes of peers may encourage others to change their behavior.

Post-performance discussion: Audience members who still have questions about the dilemma or performance topic are invited to a discussion immediately following the performance to discuss the issue in more detail and receive information on and referrals to related services in their community. The master of ceremony or an expert (such as a community health worker or volunteer) can facilitate this discussion.

At the end of each performance, performing group members inform the audience about the date of the next performance and invite them to attend. Before the next performance, the team members meet to develop another play based on an issue in which audience members expressed interest during the facilitated discussion or the post-performance discussion.

When planning a performance, it is important to use findings from formative research to develop characters and situations that are realistic and will resonate with audience members. We will prioritize topics that explore current, common practices that contribute to poor health.

Tesfaye Abebe performing team will follow the following steps to organize community wide events targeted for different groups and settings:-


Before starting to prepare for a performance, it is important to set a goal, which will determine the topic. The question below can help theater groups agree on a nutrition-related goal and topic for a performance:

  • What is the health problem or issue facing the community? This will form the theme or topic covered by the script and the dilemma that needs to be resolved. It is important for the topic to be directly related to, needs to be addressed in the performance
  • What barriers will or might people face if they try to practice the recommended behaviors to address this problem? This question will help make the characters and the story more realistic, as well as provide topics and problem-solving opportunities during the facilitated discussion
  • What will or might motivate people to change behaviors? This question will help to incorporate key messages into a performance and will keep the story realistic.


Next, think about what needs to be addressed in order to reach the goal. Some questions to consider:

  • What is causing this health problem? Answering this question can help identify how the target audience is involved in the problem and create a realistic story.
  • What barriers will or might people face if they try to practice the recommended behaviors to address this problem? This question will help make the characters and the story more realistic, as well as provide topics and problem-solving opportunities during the facilitated discussion.
  • What will or might motivate people to change behaviors? This question will help to incorporate key messages into a performance and will keep the story realistic.

When planning a performance, it is important to use findings from formative research to develop characters and situations that are realistic and will resonate with audience members. We will prioritize topics that explore current, common practices that contribute to poor health.


In addition to ensuring that a performance will be entertaining and realistic, it is important to identify the objectives before developing a performance. Clearly defined objectives can help guide performance development. To determine performance objectives, the performing team can work together to answer these questions:

  • What attitudes do you want to change?
  • What new knowledge do you want the audience to have?
  • How would you like the audience to behave after attending the performance?

As the theater performance is further developed, it is important to review the objectives periodically to ensure they are contributing to the overall goal. One to three objectives are usually sufficient for each performance. Trying to address too many objectives can make the performance become unfocused and less entertaining.

Even though it may seem like a good opportunity to try to address several topics and include many key messages in one performance, it is important to keep the performance focused. Specific objectives can help performances stay on topic.


After developing performance objectives for the piece, the performing group can work together to plan a performance by answering a series of questions. These questions can be used to guide improvisation or script writing depending on the performing group’s approach to performance planning. These questions will help to create performances that are realistic, logical, and relate directly to the performance objectives. The performance need to have conflict and characters that relates to the objectives for the performance.  The characters in the performance should be the people affected by and involved in the problem or topic. These could be mothers, fathers, grandmothers, health workers, or others. Furthermore, we will incorporate common beliefs, social norms, and misperceptions into a performance that can help the audience to have a better understanding of the problem and think about how common beliefs might be barriers to recommended practices. Tesfaye Abebe performing team will make the performance continue to be entertaining and keep it from becoming a health talk or health education session.  Dr.Tesfaye Abebe Theater art center will use the following format to collect information on health topics and issues that could be explored through community wide event performances and lend themselves to being stopped at a key dramatic moment to encourage audience participation. The suggestions should be adapted to better reflect current practices in the community using findings from formative research.




(N. B .The filled table below is example of maternal and child health information used to show how the subtopic can be treated in the events).


Potential performance topics Factual information and Recommendations Barriers to recommended practices (attitudes, practices, misperceptions, and norms)
 It is a very hot day and a mother thinks her 2‑month‑old baby needs water. For the first six months of life, babies do not need any foods or liquids other than breastmilk, not even water. Breastmilk has plenty of water to satisfy a baby’s thirst, even in very hot climates. Misperception: Every baby needs water.
A woman has just given birth and the traditional birth attendant advises her to wait to start breastfeeding until her milk comes in/lets down. The first milk (colostrum) protects infants from diseases and is like the first vaccine. Breastfeeding immediately helps expel the placenta more rapidly and reduces blood loss, helps expel meconium (the infant’s first stool), stimulates breastmilk production, and keeps the newborn warm through skin-to-skin contact Misperception: Colostrum should be discarded because it is not good for the newborn baby.


By using imagery enhanced creative cultural dances and an edutainment drama, our center will be able to communicate selected key messages to the specified target audiences in a memorable way. This will guarantee the targeted audiences to remember the key messages communicated through drama and master of ceremony. In addition to the event, DR. Tesfaye Theater Art center will propose and use branded visual communication materials and banners to be displayed in the show areas. This will increase the projects visibility in the intervention areas and enable the community to be reminded and leading to enhance the intended behavior.

In every show we organize, we will deploy a team to each woreda prior to the show. Our team in collaboration with your organization team will be responsible for:

  • Recruiting and encouraging attendances for the show,
  • Locate and secure appropriate locations for the show,
  • Facilitate logistic and set up for the show.



DR.TESFAYE ABEBE THEATRICAL ARTS CENTER creative teams have long years of experiences in producing community wide events including market and road shows  community theater shows for various kinds of targets on different kinds of health and social issues in the country. Furthermore, the team members were engaged in professional performing arts, writing of performing dramas, cultural music dances, etc.

Our performing art professionals are drawn from national theater,  performing art promotion institutions, regional and zonal cultural bureaus and have performing art  experience in working with government and non-government health projects in Ethiopia including for PSI Ethiopia’s Child survival program, JSI’s MANHEP project , Save the Children’s INSPIRE project on health and other social issues.  For years, we have successfully organized more than 100  community wide  events throughout the country in Amhara , oromiya , SNNP and Tigray region for PSI Ethiopia , UNICEF and JSI   on different health issues including  maternal health ,  promotion of Safe water treatment chemicals  ( WEHAGAR, PUR ), use of Iodized salt , HIV AIDS etc. targeting different urban and rural communities


The following section outlines the detailed plan of action to be employed by the center with the aim of providing the expected deliverables.  Organizing the event is a multi-faced task, which involves researching the behavioral determinants / barriers selecting the performing team members, writing the drama script and key messages, selecting time and location for the event  as well as documenting.   Having this in mind, from inception (phase-in) to the completion (phase-out) of the assignment. Our center will undergo in three phases – pre-production stge, production stage and post production stage. The detailed community wide event activity stages are presented as follows: –


Phase I- Pre- Production

  • Preparation and Rehearsal

Key activities:-

  • Approval and Contract Signings with your organization
  • Made discussion with the client to clearly understand the overall thematic area, content and nature of the event production.
  • Identifying and selecting key performing art members who will participate in the events.
  • Prepare production detailed schedule, work plan and time line
  • Arrange all the necessary equipment to be utilized for the events
  • Collect and make amendments on the drama script, and on the overall community wide event contents in accordance with the comments.
  • Made drama and overall event rehearsal and refine based on the comments to be provided by your organization


Phase II- Production and Rehearsal

Key activities:-

  • Made final rehearsals
  • Prepare communication materials
  • Traveling to the selected Woredas and made prior facilitations

Phase III- Implementing the show/ Performance

Key activities:-

  • Organizing community wide events on selected sites



TESFAYE ABEBE ART CENTER will utilize the following equipment’s in order to document the performance of event and submit the videos and pictures of each event to your organization.

Video and Photo Cameras

  • Panasonic HDV P2 card
  • Canon

Light Equipment 

  • Spot lights
  • LED Light
  • 50 inch 5in1 reflector

Editing Materials Software’s:-

  • Apple iMac(Final Cut Pro
  • Sound: -adobe audition, Logic
  • Color grading software davenchi resolve