Edutainment, savings and empowerment in rural areas of Peru

This paper presents the results of a randomized five-episode soap opera that promotes pro-savings attitudes, trust in financial institutions, and female empowerment among women from poor, rural areas of the Peruvian highlands. Using administrative bank data, the results show a significant increase in savings balances 1.5 and 2 years after the intervention concluded, as well as some evidence that the older cohort of women recipients benefited the most. Treated women also showed improved pro-savings attitudes, in particular, an increased understanding of the value of savings for emergency expenditures. The soap opera does not seem to increase trust in financial institutions but does empower women within the household. Treated women became more involved in economic decisions, increased nonagricultural earnings, and spent less time on domestic chores.