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Early and forced marriage (EFM) is an increasing focus of international organizations and local non-government organizations. This study assesses the extent to which attitudes and norms related to EFM can be changed by locally tailored media campaigns. A two-hour radio drama set in rural Tanzania was presented to Tanzanian villagers as part of a placebo-controlled experiment randomized at the village level. A random sample of 1200 villagers was interviewed at baseline and invited to a presentation of the radio drama, 83% of whom attended. 95% of baseline respondents were re-interviewed two weeks later, and 97% 15 months after that. The radio drama produced sizable and statistically significant effects on attitudes and perceived norms concerning forced marriage, which was the focus of the radio drama, as well as more general attitudes about gender equality. Fifteen months later, treatment effects diminished, but we continue to see evidence of EFM-related attitude change.

How should we measure the impact of investigative journalism? Media scholars and practitioners have turned their attention towards understanding the causal effect of media reports on a range of social, political and economic outcomes. Their interest has been spurred by the increased availability of data, by the emergence of new tools for rigorously assessing causal effects and by pressure from donors interested in understanding the returns on their investments in media and journalism programmes. Drawing on literature from multiple disciplines, we propose a multi-faceted metric which future researchers, journalists and news agencies will be able to use when analysing media impact.