Author:
Aunger Robert,Coville Aidan,Kwezi Lukas,Mwakitalima Anyitike,Mwambuli Kaposo,Reichert Arndt,Sansonetti Jérôme
Abstract
AbstractThrough Tanzania’s National Sanitation Campaign, we study the effectiveness of two common elements of behavior change campaigns: endorsements from celebrities and testimonials. Using four experiments in Tanzania in early 2021 as part of the national campaign, we find that including endorsements and testimonials in text messages sent to individuals significantly increases self-reported hygiene behavior. These results mask important heterogeneity based on the source of endorsement or framing of the testimonial and provide insights into cost-effective approaches for changing behavior at scale.
Funder
United Kingdom’s Foreign, Commonwealth and Development Office
DIME Impact Evaluation to Development Impact (i2i) fund
Gottfried Wilhelm Leibniz Universität Hannover
Publisher
Springer Science and Business Media LLC
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