watch Carbon, a short and engaging edutainment movie on climate change. The movie was delivered in four episodes, for a total length of 25 minutes.<sup>14</sup> Treatment 1 and control video clips were in Hindi with English subtitles, while Treatment 2 was mainly in English.<sup>15</sup> For each arm, episodes were released in a staggered way. In particular, each new episode was delivered two hours after the individual self-confirmed to having watched the previous episode. Participants received reminders to encourage viewership and were free to choose when to watch the episodes. While this approach increased the – duration of the total intervention which took an average of 7-to-10 days for completion, depending on the arm – it mimicked the way competing content is commonly consumed and shared in social media platforms (e.g., Instagram reels), making the study more generalizable.

# **3.3 Outcomes and measures**

We measure program impacts on three categories of outcomes: (1) creating awareness on gender norms and VAW in India, (2) changing attitudes regarding gender norms and condoning VAW, and (3) online information-seeking and posting behaviors related to gender issues. The first two sets of outcomes are self-reported and measured through the survey instrument. Specifically, awareness and knowledge questions cover issues explicitly discussed by the series. Attitudinal items aimed to measure gender norms and attitudes were derived from the India’s National Family Health Survey.

In addition to self-reported data, we independently measured two online outcomes. First, we measured clicks and visit durations to gender- and environment-related website links provided in both short- and medium-term follow-up surveys. We hypothesized that the treatment group would be more likely to click and spend a longer time browsing gender websites as opposed to other topics.<sup>16</sup> Second, study participants were provided with the option to publicly display

> 14Specifically, the material is the following: Treatment 1: Sex Ki Adalat (E1) Male child, (E2) Virginity, (E3) Menstruation; Treatment 2: WEvolve clips; Control: Carbon.

> 15We believe that content comprehension is unlikely to drive our results considering that urban youth on social media tend to speak and understand both Hindi and English. Four in 10 respondents decided to fill surveys in English and the overall respondents’ self-assessment of English comprehension was 5.5 on a 1-10 scale. We control for this covariate in all the regressions.

> 16Time spent visiting a website is extrapolated from data on link clicking collected by the Virtual Lab platform. Appendix Figure B2 shows an example of the provided buttons. Visit duration is calculated from the moment the respondents click on one link until the moment they click on the subsequent link. For this reason, we could not measure visit duration for the last link the respondent clicked. Since missing duration tends to be more frequent on the last websites, we focused the attention on those links which were provided at the beginning, namely the PFI and Delhi Green websites, and exclude from the analysis the UN Women India and the UN Environment Program India websites. An additional problem with measuring visit duration arises when the respondents click on one link, then close the browser (or phone) without any further action, and then return to visit another link at a later moment in time. In this case, our measure of visit duration

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