Edutainment, savings, and generational differences in rural areas of Peru

We wrote, produced, and implemented a randomized five-episode soap opera on financial inclusion targeted to women from poor, rural areas ravaged by terrorism in Peru. We go beyond measuring attitudes and perceptions but observe actual savings accounts using bank data. Older women, those who directly suffered from terrorist violence, respond very well and save more two years after the intervention. Younger women, unborn or too little during the terrorist period, do not show any variation in their behavior. Key mediators of our findings are more involvement in economic decisions, higher earnings, and less time spent in domestic chores.