We study how social proximity between the sender and the receiver of information shapes the effectiveness of preventive health campaigns. Focusing on shared religious affiliation as a signal of proximity, we implemented a field experiment during the initial phase of the COVID-19 pandemic in two...

We study how social proximity between the sender and the receiver of information shapes the effectiveness of preventive health behaviour campaigns and the persistence of misinformation. We implement a field experiment among a representative sample of slum residents in two major Indian cities...