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TV, TEDx, and Tweets: Measuring the Impacts of a Multi-Pronged Edutainment Program in the Kyrgyz Republic and Tajikistan

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dc.contributor.authorFowler, Ben
dc.contributor.authorHeitzig, Chris
dc.contributor.authorKhan, Marrium
dc.contributor.authorPai, Renuka
dc.contributor.authorVarma, Sakshi
dc.date.accessioned2025-03-21T21:21:10Z
dc.date.available2025-03-21T21:21:10Z
dc.date.issued2025-03-21
dc.description.abstractThe evidence so far is mixed as to whether educational entertainment (or “edutainment”) can create sustainable changes in financial attitudes and behaviors, and few studies have tested such hypotheses in Central Asia. This paper utilizes a genetic matching algorithm to estimate the impact of three edutainment interventions in the Kyrgyz Republic and Tajikistan: a television series, a TEDx-style in-person speaker event, and an interactive social media video. The study randomly selected 2,187 respondents from 14 cities across the two countries to participate. A random subset of respondents was sent text messages encouraging them to view the three edutainment interventions, which were also disseminated nationally in the respective countries. Using a midline survey conducted a few weeks after concluding the campaign in both countries, and an endline survey three months later, the study measured the immediate effects of the campaign as well as those that lasted into the medium term. The findings show that campaign consumption broad impacts in the form of account ownership, savings habits, spending habits, and personal beliefs. Treated respondents were more likely to open accounts at formal financial institutions, especially e-wallets. Treated respondents also increased their savings balance using these formal accounts, and it was observed that these savings were sourced primarily from their informal savings balances. While some of these effects faded by endline, markers of account usage (for example, transactions and likelihood of saving) persisted even months after campaign consumption. Moreover, the study finds that campaign consumption led to increased awareness of the societal expectations responsible for women’s financial disenfranchisement and undesired financial behavior among youths. Generally speaking, however, the findings did not indicate a change in the degree of agreement with these norms as a result of the campaign. The study suggests that edutainment campaigns can be used to create lasting effects on measures of financial formalization and awareness of social norms.en
dc.identifierhttp://documents.worldbank.org/curated/en/099255203212536919
dc.identifier.doi10.1596/1813-9450-11088
dc.identifier.urihttps://hdl.handle.net/10986/42976
dc.languageEnglish
dc.language.isoen_US
dc.publisherWashington, DC: World Bank
dc.relation.ispartofseriesPolicy Research Working Paper; 11088
dc.rightsCC BY 3.0 IGO
dc.rights.holderWorld Bank
dc.rights.urihttps://creativecommons.org/licenses/by/3.0/igo/
dc.subjectEDUTAINMENT
dc.subjectSOCIAL NORMS
dc.subjectKYRGYZSTAN
dc.subjectTAJIKISTAN
dc.subjectCENTRAL ASIA
dc.subjectHOUSEHOLD FINANCE
dc.subjectENCOURAGEMENT DESIGN
dc.subjectRCT
dc.subjectGENETIC MATCHING
dc.titleTV, TEDx, and Tweetsen
dc.title.subtitleMeasuring the Impacts of a Multi-Pronged Edutainment Program in the Kyrgyz Republic and Tajikistanen
dc.typeWorking Paper
dspace.entity.typePublication
okr.date.disclosure2025-03-21
okr.date.lastmodified2025-03-21T20:05:47Zen
okr.doctypePolicy Research Working Paper
okr.doctypePublications & Research
okr.docurlhttp://documents.worldbank.org/curated/en/099255203212536919
okr.guid099255203212536919
okr.identifier.docmidIDU-c8e911de-eef9-4c3c-8206-9c3393bc6d45
okr.identifier.doi10.1596/1813-9450-11088
okr.identifier.externaldocumentum40002210
okr.identifier.internaldocumentum40002210
okr.identifier.reportWPS11088
okr.import.id6928
okr.importedtrueen
okr.language.supporteden
okr.pdfurlhttps://documents.worldbank.org/curated/en/099255203212536919/pdf/IDU-c8e911de-eef9-4c3c-8206-9c3393bc6d45.pdfen
okr.region.administrativeEurope and Central Asia
okr.region.countryKyrgyz Republic
okr.region.countryTajikistan
okr.topicMacroeconomics and Economic Growth::Econometrics
okr.topicFinance and Financial Sector Development
okr.topicMacroeconomics and Economic Growth::Consumption
okr.topicEducation::Economics of Education
okr.unitIFC
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