Passing the message: Peer outreach about COVID-19 precautions in Zambia

Abstract

During public health emergencies, spreading accurate information and increasing adherence to recommended behaviors is critical for communal welfare. However, uncertainty, mistrust, and misinformation can slow the adoption of best practices. Preexisting social networks can amplify and endorse information from authorities, and technology makes peer-to-peer messaging scalable and fast. Using text messages and small cash incentives, we test a peer-based information campaign to encourage adherence to recommended COVID-19-related health behaviors in Zambia. None of the treatments affected health behavior among primary study participants or their peers. The suggestion to pass messages to peers increases dissemination, but financial incentives do not have any additional impact.