Toilet ownership in India has grown in recent years, but open defecation can persist even when rural households own latrines. There are at least two pathways through which social norms inhibit the use of toilets in rural India: (1) beliefs/expectations that others do not use toilets or latrines or find open defecation unacceptable; and (2) beliefs about ritual notions of purity that dissociate latrines from cleanliness. A survey in Uttar Pradesh, India, finds a positive correlation between latrine use and social norms at baseline. To confront these, an information campaign was piloted to test the effectiveness of rebranding latrine use and promoting positive social norms. The intervention targeted mental models by rebranding latrine use and associating it with cleanliness, and it made information about growing latrine use among latrine owners more salient. Following the intervention, open defecation practices went down across all treatment households, with the average latrine use score in treatment villages increasing by up to 11% relative to baseline. Large improvements were also observed in pro-latrine beliefs. This suggests that low-cost information campaigns can effectively improve pro-latrine beliefs and practices, as well as shift perceptions of why many people still find open defecation acceptable. Measuring social norms as described can help diagnose barriers to reducing open defecation, contribute to the quality of large-scale surveys and make development interventions more sustainable.

The International Initiative for Impact Evaluation (3ie) promotes evidence-informed equitable, inclusive and sustainable development. We support the generation and effective use of high-quality evidence to inform decision-making and improve the lives of people living in poverty in low-and middle-income countries. We provide guidance and support to produce, synthesise and quality-assure evidence of what works, for whom, how, why and at what cost. 3ie impact evaluations 3ie-supported impact evaluations assess the difference a development intervention has made to social and economic outcomes. 3ie is committed to funding rigorous evaluations that include a theory-based design, use the most appropriate mix of methods to capture outcomes and are useful in complex development contexts. About this report 3ie accepted the final version of the report, In search of the holy grail: can unconditional cash transfers graduate households out of poverty in Zambia?, as partial fulfilment of requirements under grant DPW1.1042 awarded through Development Priorities Window Grail An object or goal that is sought after for its great significance.-Meriam-Webster Dictionary A thing which is eagerly pursued or sought after.-Oxford English Dictionary iii Contents Acknowledgements .

The Policy Research Working Paper Series disseminates the findings of work in progress to encourage the exchange of ideas about development issues. An objective of the series is to get the findings out quickly, even if the presentations are less than fully polished. The papers carry the names of the authors and should be cited accordingly. The findings, interpretations, and conclusions expressed in this paper are entirely those of the authors. They do not necessarily represent the views of the International Bank for Reconstruction and Development/World Bank and its affiliated organizations, or those of the Executive Directors of the World Bank or the governments they represent.

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