Table 2: Sleeping under bed net <u>(during</u> the campaign)

||Share o|f times re|spondent|used bednet|Sh|are of HH|members who|used bednet|
|---|---|---|---|---|---|---|---|---|
||(1)|(2)|(3)|(4)|(5)|(6)|(7)|(8)|
||Full|Full|Full|Solid house|Full|Full|Full|Solid house|
|T|0.030|0.031<sup>_∗_</sup>|0.007|0.055<sup>_∗∗_</sup>|0.025|0.028<sup>_∗∗_</sup>|-0.010|0.068<sup>_∗∗∗_</sup>|
||(0.019)|(0.017)|(0.024)|(0.025)|(0.017)|(0.014)|(0.018)|(0.019)|
|T _×_ Solid house|||0.051||||0.081<sup>_∗∗∗_</sup>||
||||(0.037)||||(0.025)||
|Solid house||-0.017|-0.041|||-0.039<sup>_∗∗∗_</sup>|-0.078<sup>_∗∗∗_</sup>||
|||(0.020)|(0.028)|||(0.013)|(0.019)||
|Individual controls||✓|✓|✓||✓|✓|✓|
|Cluster controls||✓|✓|✓||✓|✓|✓|
|Observations|3900|3900|3900|1789|3900|3900|3900|1789|
|Adj. R-squared|0.006|0.016|0.017|0.031|0.005|0.033|0.036|0.039|
|Mean in control|0.633|0.633|0.633|0.603|0.661|0.661|0.661|0.610|
|SD in control|0.422|0.422|0.422|0.430|0.344|0.344|0.344|0.361|

Notes: Each observation is an individual. Responses collected from September 1, 2020 to January 31, 2021 are included and are weighted by the number of survey waves the individual completed in this period. Only households with at least one bednet are included. T is the treatment indicator. Solid house is a binary indicator equal to 1 if the individual lives in a dwelling made of stones, bricks, cement or concrete. State fixed-effects are included in all specifications. Individual controls include gender, age, household size, caste, education, distance to the medical center, employment and student status, religion, presence of pregnant woman in the house, ownership of an air conditioner and 5-year malaria incidence at baseline. Cluster controls are reported in Table 1. Standard errors are clustered at the district level.<sup>_∗_</sup> _p <_ 0 _._ 1,<sup>_∗∗_</sup> _p <_ 0 _._ 05,<sup>_∗∗∗_</sup> _p <_ 0 _._ 01 Figure 3: Heterogeneous treatment effects by survey month and malaria concern levels <!-- Start of picture text --> Survey month Respondent's concern that any member gets malaria<br>Not worried<br>September at all<br>Somewhat<br>October<br>worried<br>November Worried<br>December/ Extremely<br>January worried<br>-.1 -.05 0 .05 .1 .15 -.2 -.1 0 .1 .2<br>Treatment effect on share of HH members who have had malaria Treatment effect on share of HH members who have had malaria<br>Solid house Non-solid house Solid house Non-solid house<br><!-- End of picture text --> Notes: The figure reports coefficient estimates from the regression described in columns (5-6) of Table 2, estimated on different sub-samples, based on the month in which the survey was taken (left panel) and the levels of malaria concern measured at baseline (right panel), across dwelling type. Non-solid houses include semi-solid dwellings. Only households with at least one bed net are included. Bars represent the 95% confidence intervals. Standard errors are clustered at the district level.

former panel shows that, only among solid dwellers, bed net adoption intensified over the period the campaign was live, from an insignificant 4 p.p. effect in September to nearly a 10 p.p. impact towards the end of the campaign. This temporal pattern indicates that as the campaign reach and frequency grew, its effectiveness increased. This suggests that there is likely a minimum threshold of reach and frequency necessary for ads to generate any discernible behavioral changes. The right panel shows that the campaign successfully increased the use of mosquito nets among households that 21