世界银行-电视、TEDx和推特：衡量吉尔吉斯斯坦共和国和塔吉克斯坦多角度寓教于乐项目的影响（英）

Policy Research Working Paper11088TV, TEDx, and TweetsMeasuring the Impacts of a Multi-Pronged Edutainment Program in the Kyrgyz Republic and TajikistanBen FowlerChris HeitzigMarrium KhanRenuka PaiSakshi VarmaInternational Finance CorporationMarch 2025 Public Disclosure AuthorizedPublic Disclosure AuthorizedPublic Disclosure AuthorizedPublic Disclosure AuthorizedProduced by the Research Support TeamAbstractThe Policy Research Working Paper Series disseminates the findings of work in progress to encourage the exchange of ideas about development issues. An objective of the series is to get the findings out quickly, even if the presentations are less than fully polished. The papers carry the names of the authors and should be cited accordingly. The findings, interpretations, and conclusions expressed in this paper are entirely those of the authors. They do not necessarily represent the views of the International Bank for Reconstruction and Development/World Bank and its affiliated organizations, or those of the Executive Directors of the World Bank or the governments they represent.Policy Research Working Paper 11088The evidence so far is mixed as to whether educational enter-tainment (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 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 infor-mal savings balances. While some of these effects faded by endline, markers of account usage (for example, trans-actions and likelihood of saving) persisted even months after participation in the campaign. Moreover, participation in the campaign led to increased awareness of the societal expectations responsible for women’s financial disenfran-chisement and undesired financial behavior among youths. Generally speaking, however, the findings did not indicate a change in the d