Details
| Original language | English |
|---|---|
| Article number | 16703 |
| Number of pages | 11 |
| Journal | Scientific reports |
| Volume | 14 |
| Issue number | 1 |
| Early online date | 19 Jul 2024 |
| Publication status | Published - Dec 2024 |
Abstract
Through 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.
ASJC Scopus subject areas
Cite this
- Standard
- Harvard
- Apa
- Vancouver
- BibTeX
- RIS
In: Scientific reports, Vol. 14, No. 1, 16703, 12.2024.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Experimenting to increase the effectiveness of a national campaign on hygiene behavior in Tanzania
AU - Aunger, Robert
AU - Coville, Aidan
AU - Kwezi, Lukas
AU - Mwakitalima, Anyitike
AU - Mwambuli, Kaposo
AU - Reichert, Arndt
AU - Sansonetti, Jérôme
N1 - Publisher Copyright: © The Author(s) 2024.
PY - 2024/12
Y1 - 2024/12
N2 - Through 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.
AB - Through 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.
UR - http://www.scopus.com/inward/record.url?scp=85199141890&partnerID=8YFLogxK
U2 - 10.1038/s41598-024-67144-0
DO - 10.1038/s41598-024-67144-0
M3 - Article
C2 - 39030315
AN - SCOPUS:85199141890
VL - 14
JO - Scientific reports
JF - Scientific reports
SN - 2045-2322
IS - 1
M1 - 16703
ER -