Experimental Design
We conducted a randomized control trial in 177 villages of Sindh and Punjab provinces in Pakistan to investigate how edutainment interventions affect attitudes, beliefs, norms, and behavior about child marriage and education for girls. The villages were randomly assigned into four treatment groups to enable a rigorous evaluation of the impact of the programme:
T1. targeting the intervention at men and boys only,
T2. targeting the intervention at women and girls only,
T3. targeting the intervention at both genders, and
T4. a control group with no intervention.
First, we selected 80 villages in Sindh Province and 99 villages in Punjab Province for potential inclusion in the intervention to be implemented by IRC and Bedari, respectively. We collected village-level baseline data on key village characteristics and conducted a household listing exercise in each village to obtain a census of eligible households comprising at least one unmarried adolescent aged 14 to 17 years. We randomly selected 10 households per village from this list: 5 households with an adolescent boy and 5 households with an adolescent girl.
Next, a baseline household survey collected data amongst others on key demographic and socio-economic indicators, as well as on attitudes, (incentivized and unincentivized) beliefs, norms, expectations and behaviour regarding child marriage and adolescents' education.
After baseline data collection, villages were randomly assigned to one of the four treatment groups. Edutainment activities (movie screening and follow-up discussions) were conducted across both provinces from 28th December 2018 to 30th June 2019. The interventions were monitored through exit surveys and attendance lists.
The midline and endline surveys were conducted among the initially selected households in both Sindh and Punjab Province from November 2019 to March 2020 and from September 2020 to March 2021, respectively. The midline and endline surveys included all baseline components, as well as additional modules on experiences with the intervention, returns to education, and adolescent marriages.