Gendered Effects of Nudges to Boost Youth Training Enrollment: Evidence from Côte d’Ivoire

Despite evidence of positive returns, many youth training programs in Sub-Saharan Africa have low take-up. Behavioral interventions, or nudges, have been proposed as low-cost tools to influence such decisions. This study reports on a randomized experiment in Côte d’Ivoire testing a behavioral nudge—varying the content and recipient of text message reminders—to increase enrollment in a youth employment program. We compare two framings—highlighting the free cost of the program versus the long-term career benefits—sent either to youth alone or to both youth and their nominated social contacts. Messages sent to youth alone have no impact. In contrast, targeting both youth and contacts significantly affects enrollment, with gendered effects: among young men, both messages reduce enrollment, while among young women, enrollment decreases when the message highlights free cost. These impacts are driven by youth with male contacts. Qualitative data suggest that trust and perceived program quality shape responsiveness, particularly among those unfamiliar with the program. The findings underscore how message framing and social context influence program take-up, and how misaligned messaging can discourage participation.