Brief 74: Using Media Campaigns to Empower Women Facing Gender-Based Violence

Executive Summary
Policy Challenge
Context
Research Design
  1. One treatment group received regular WhatsApp messages reminding them about the airing of the TV show.
  2. Another treatment group received an invitation to join a WhatsApp group in which they were then provided with links to watch the shorter videos.
  3. A third treatment group received individual WhatsApp messages providing them with the same links to the shorter videos.
  4. The fourth treatment group received Facebook messages with the links to the shorter videos — however, due to technical difficulties arising during implementation, this group was eventually folded into the third treatment group (which received individual messages via WhatsApp).
  5. A final control group received all of the links to watch the shorter videos upon completion of an endline survey.
Results
FB + WI: Group receiving individual Facebook and WhatsApp messages.
WG: Group receiving an invitation to join a WhatsApp group.
TV: Group receiving regular reminders to watch the TV show.
Treatment effect sizes are shown in standard deviations.
FB + WI: Group receiving individual Facebook and WhatsApp messages.
WG: Group receiving an invitation to join a WhatsApp group.
TV: Group receiving regular reminders to watch the TV show.
Treatment effect sizes are shown in standard deviations.
Lessons