Approximately 10 days after the mass text message was sent to a given community, the endline survey was conducted, from 18 February 2014 to 11 May 2014. Before arriving in each community, surveyors called participants who received a copy of Water of Gold. We collected the phone numbers of friends to add them to the list of mass text message recipients, but only interviewed film buyers in the endline survey (with the exception of one community, where we were unable to contact a sufficient number of film buyers and so interviewed customers and others who had received and watched the film). Surveyors made three attempts to contact each film buyer on the list before moving on to the next person. When surveyors made contact over the phone, they screened the respondent to confirm that they were 18 years of age, which was required for survey participation, and to see whether they had actually watched the film (determined by asking for a cursory description of the plot). Only those who had watched Water of Gold were included in the endline survey. In 91% of all communities, we interviewed between 12 and 20 people in the community; because of rigorous quality checks, eight communities retained fewer than 12 participants (a minimum of 7). The number of surveys completed is balanced across treatment and placebo (average = 14 completed surveys each). The endline survey repeated all of the questions contained in the baseline.

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