The study will be a randomized controlled trial implemented in 120 communities, where a community is defined as an area within a two kilometer radius of a primary school. To evaluate the impact of the social norms campaign, half of the communities (60) will be randomly assigned to the Social Norms Campaign intervention and the other half (60) to the control group. Within each community, the implementation NGO will distribute invitations for screenings to all eligible households. To evaluate the mobile based intervention, in 30 of the 60 school catchment areas receiving the Social Norms Campaign, a subset of eligible households that attended the screenings will be offered phones with pre-loaded educational apps.
The impact evaluation will use three data sources. First, a census of households with 6 to 9 year old children will be conducted in each school catchment area. The sample for baseline and follow-up surveys will be drawn from this census. Second, baseline and follow-up surveys will collect (1) from parents/legal guardians - demographic data and standardized measures for aspirations, expectations, self-efficacy and attitudes related to education and (2) from children and siblings - a literacy and numeracy test. Third, collection of outcome data will be supplemented by administrative school data and monitoring data collected during the implementation of the interventions.