Abstract
Air pollution represents a severe and persistent public health challenge in megacities of the Global South. Greater Cairo, home to more than 23 million residents, is among the world’s most polluted metropolitan areas. Exposure to poor air quality is associated with substantial respiratory and cardiovascular health burdens, particularly for vulnerable populations.
In response, the Government of Egypt has invested in technical systems to monitor and forecast air pollution. While these systems provide timely and accurate forecasts, a critical challenge remains: translating technical air quality information into meaningful behavioral responses by the public. This study addresses this gap by examining how government communication about air quality can be designed to encourage self-protective behaviors during high-pollution episodes.
Using a field survey experiment conducted in Greater Cairo, we test how different information delivery channels influence awareness and intended behavior. Participants were randomly assigned to one of three scenarios: television/radio broadcasts, SMS text alerts, or access to information via a government website. These channels map onto distinct modes of information acquisition, passive exposure (scanning) versus active search (seeking), which are theorized to affect behavior through different psychological pathways.
Results indicate that receiving air quality information through any channel increases reported precautionary behavior, but effects vary across population groups. Website-based communication is most effective among highly concerned individuals and those with respiratory conditions, while SMS alerts perform better for certain vulnerable and constrained groups. No single channel dominates, highlighting the importance of a complementary, multi-channel communication strategy.