Brais Álvarez-Pereira
Nova School of Business and Economics, Universidade Nova de Lisboa, and NOVAFRICA
Nério Cá
NOVAFRICA
Alexander Coutts
Schulich School of Business, York University, and NOVAFRICA
Teresa Molina-Millán
University of Alicante, and NOVAFRICA
Pedro C. Vicente
Nova School of Business and Economics, Universidade Nova de Lisboa, BREAD, CEPR and NOVAFRICA
ISSN 2183-0843
Working Paper No 2504
August 2025
Abstract:
Sub-Saharan Africa (SSA) faces significant challenges in infant and maternal health. The demand for simple treatments and preventive care is surprisingly low. Biases stemming from traditional beliefs are a possible explanation. We run a study in rural Guinea-Bissau, in which we first describe traditional beliefs and health behaviors, namely by using novel behavioral games. We then ran a large-scale RCT in which
the main intervention was a health information campaign based on science but referencing traditional beliefs and integrating Traditional Health Practitioners (THPs). We find widespread traditional beliefs in the supernatural and in witchcraft causing health problems. These beliefs are correlated with seeking informal healthcare. The main intervention we study increases knowledge about health, primarily for those individuals holding stronger traditional beliefs. We find a negative treatment effect on observed malnutrition. We conclude that acknowledging traditional beliefs and integrating THPs can improve the impact of information for health in SSA.
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