Does Free Sound Too Cheap ? The Adverse Effect of a Randomized Text Message Campaign on Program Take-up

Jeannie Annan, Mousson Estelle Jamel Koussoube, Josephine Tassy, Lea Marie Rouanet, Clara Delavallade and David Evans

No 11063, Policy Research Working Paper Series from The World Bank

Abstract: This study conducted a randomized experiment to improve participation in a youth employment program in Côte d'Ivoire by testing text message outreach methods. Sending text messages highlighting that the program was free only to eligible youth had no impact, but messages sent to both youth and trusted contacts led to reduced enrollment. This negative effect was smaller for women, and null when their contact was also female. Qualitative findings suggest that distrust among unfamiliar contacts contributed to this decline. The study highlights the importance of tailoring communication strategies in job training programs to increase effectiveness, considering recipients’ relationships and trust.

Date: 2025-02-11
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