Facebook came to us with a challenge: women in Bangladesh were among the few global audiences not actively engaging with the platform. Ethnographic research identified two key barriers, concerns around online safety and a lack of personal relevance. We responded with two distinct projects: one designed to encourage women to engage with Facebook, and another aimed at the men in their lives, addressing the social and cultural barriers that influenced their behaviour.

Inspired by Bangladeshi female creators, the campaigns used an illustrative visual language that felt culturally relevant, delivering 219.9 million impressions, 1.73 million engagements and an 11% lift in ad recall.