A Radio Drama’s Effects on Attitudes Toward Early and Forced Marriage: Results From a Field Experiment in Rural Tanzania

Abstract

Early and forced marriage (EFM) is an increasing focus of international organizations and local non-government organizations. This study assesses the extent to which attitudes and norms related to EFM can be changed by locally tailored media campaigns. A two-hour radio drama set in rural Tanzania was presented to Tanzanian villagers as part of a placebo-controlled experiment randomized at the village level. A random sample of 1200 villagers was interviewed at baseline and invited to a presentation of the radio drama, 83% of whom attended. 95% of baseline respondents were re-interviewed two weeks later, and 97% 15 months after that. The radio drama produced sizable and statistically significant effects on attitudes and perceived norms concerning forced marriage, which was the focus of the radio drama, as well as more general attitudes about gender equality. Fifteen months later, treatment effects diminished, but we continue to see evidence of EFM-related attitude change.