Awareness campaign to improve hygiene practices: Evidence from a randomized controlled trial in the tribal areas of Pakistan

In a recent survey, it was determined that less than 15% of the population in the north-western tribal areas of Pakistan purify water prior to consumption. This is worrisome as most water sources in this region are unsuitable for drinking due to bacterial contamination, seepage of chemicals from agricultural practices and deposition of human waste into water bodies. To promote health-preserving behaviors, an awareness campaign was carried out in the region with the central theme being water purification. The results indicate that water purification, on average, increased by 11 percentage points for the treated group relative to the control group. Given the success of this low-cost intervention, promotion of sanitation and hygiene practices via informational campaigns should be considered a tool to enhance health literacy.