1 Department of Economics, Massachusetts Institute of Technology and the National Bureau of Economic Research [email protected] · 2 John F. Kennedy School of Government, Harvard University and the National Bureau of Economic Research [email protected] · 3 Department of Economics, Harvard University and the National Bureau of Economic Research [email protected] · 4 Department of Economics, Stanford University and the National Bureau of Economic Research [email protected] · 5 John C. Martin Centre for Liver Research and Innovations [email protected] · 6 Massachusetts Institute of Technology and the National Bureau of Economic Research [email protected] · 7 School of Management, Yale University [email protected] · 8 Department of Economics, Massachusetts Institute of Technology and the National Bureau of Economic Research [email protected]
Abstract
Can information from a credible messenger shift behavior in an information-saturated environment? In a randomized controlled trial involving twenty-eight million individuals in West Bengal, we find that SMS-delivered video messages containing information about COVID-19 symptoms and health-preserving behaviors recorded by a credible messenger increased adherence to targeted and non-targeted preventive behaviors, measured by two objective measures (symptoms reported to a health worker, and phone usage at home), as well as self-reported behaviors. We find large spillovers onto non-targeted recipients. Credible light-touch messaging can play an important role in crisis response, even when similar information is widely available.