When Facebook (now Meta) approached us, the challenge was both cultural and behavioural: women in Bangladesh were among the few global audiences not yet actively engaging with the platform. Two barriers were identified - concerns around online safety and a lack of perceived personal relevance. Following ethnographic research, we developed two distinct on-platform campaigns targeting women and the men in their lives, designed to shift perception, address social anxieties, and demonstrate tangible value. Using a culturally resonant illustrative visual language inspired by Bangladeshi female creators, the campaigns delivered over 219 million impressions, 1,731,151 engagements, and an 11% lift in ad recall.