Half past midday, the famous Nana Ampadu’s “Obra” song breaks through the airwaves, ending the midday news broadcast on Ghana’s number one Akan radio station, Nhyira FM.

But nobody is eager to switch their dial to another channel. The thousands of ears behind the radio set are not only fluttering to listen to the unique soothing and melodious voice that follows soon after the signature tune ends, but they get all ears to assimilate the capsules of life lessons that the enchanting voice bears.

The Queen of the afternoon airwaves in Kumasi and beyond, known by the thousands of her ardent listeners as Mama Effe, is ready to serve the juiciest, untold and transformative stories of life.

She turns on the console's microphone button.

“Adehyeman mma, aha yɛ Nhyira 104.5 FM, ɛmmerɛ aso sɛ yɛde Obra show ɛbra wo“… to wit “Compatriots, this is Nhyira FM. It’s time to serve you the Obra show”, she warmly welcomes her listeners to the show.

It started as a radio program she was tasked with to attract listenership to the station. But little did she know it was the beginning of a remarkable journey to transform the lives of many, including the vulnerable, and ultimately shaping public discourse and societal beliefs.

But on her 65th birthday, Mama Effe drops the microphone and hangs up her headphones after nearly three decades in broadcasting with the Kumasi Business Unit of the Multimedia Group.

Mama Effe Amanor may be retiring, but she has etched her name in the annals of the Ghanaian media landscape, leaving an indelible legacy worthy of emulation, observed Jimmy Aglah, General Manager of Luv FM and Nhyira FM.

Jimmy, who has shared 25 years of service with her, recounts delightful moments serving as colleagues.

“You didn’t just host a program – you built a sanctuary for the broken, a courtroom for justice, and a mirror for our conscience as a nation. Working with you was never just a job. It was ministry. It was purpose. It was family,” he said.

From her beginnings in 1997 as a panelist and host on Luv FM’s Awaremo Nkomo, to the transformative leadership of Obra on Nhyira 104.5 FM since 2005, Mama Effe has embodied grace, empathy, and a deep commitment to the wellbeing of others.

Serving as a firm foundation and a pioneer, Mama Effe has groomed many young female broadcasters who, today, are perpetuating a legacy to elevate Ghana’s cultural heritage, restoring broken homes, and granting audience to the voiceless.

Through the ‘Obra’ show, she created a platform of hope and healing — where truth was spoken with compassion, and lives were transformed by the wisdom and care she so generously gave.

Families found direction, communities found voice, and individuals found strength — all because of her unwavering dedication to humanity.

The Multimedia Group, where she has lived her entire media life, are indebted to her sacrifice, magnanimity and determination to push beyond limits.

CEO of the company, Kwesi Twum, is ecstatic about the many lives she touched through her show.

“We honour not just your years of service, Mama Effe, but the immeasurable impact of your presence. The legacy you leave behind is written in the lives you have touched and the hearts you have uplifted,” he noted.

Queen Eleanor I, through the show, has been celebrated for her genuine commitment to humanity and society, earning her an honour as “the Queen of Humanitarian Affairs”.

COO of the Multimedia Group, Ken Ansah celebrates her fulfilling and spirited career that stood for the core virtues of life.

“Your impact goes far beyond the screen; your voice has been a comforting constant, and your presence will be deeply missed. May this new chapter be as fulfilling and meaningful as the one you so brilliantly crafted with Obra,” he stated.

For the many lives she touched through benevolence, Adwoa Sarpomaa, an ardent listener of the show, is emotional about missing her favorite afternoon show host.

But she is delighted at the stupendous legacy of the woman who always made her afternoons a memorable and educative one.

"Mama, don’t go,” she said while celebrating her achievements. “Mummy, you are too strong to stay home. Don’t go home. You have indeed lived a remarkable legacy."

Her name, Mama Effe, is now not just a household name but a reminder of a ‘She King’ who trod the Ghanaian media space with exceptional service, inspirational broadcasting, and tireless advocacy.

She remains a counselor, mother, mentor, and a steadfast light to countless listeners.

“You will forever remain a cherished part of the Multimedia family. We celebrate you with love, pride, and enduring gratitude,” Kwesi Twum said joyously.