After we blocked communities into pairs using covariates measured in the baseline survey and characteristics of the community such as the number of mobile phone subscribers, we randomly assigned communities within each pair to receive either the treatment or the placebo film (n = 53 communities in each group). Next, we randomized the order in which films were distributed in communities. The order was randomized first among the pairs of communities and then between the treatment and placebo communities within each pair. Last, we randomized the timing of the mass text message for each blocked pair of communities, such that it was sent on a randomly assigned day within 14 to 20 days following the last day that films were distributed in a given community. (The actual time interval ranged from 10 to 20 days because of an administrative error in six communities.) This range was selected to give people in each community a chance to watch the film before receiving the mass text message.

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