Myanmar · Social Impact & Purpose
World Vision Myanmar: A Community for Mothers, Built from Zero
World Vision Myanmar's Mae Yin Thway platform for mothers existed in name only: a dormant Facebook page and no TikTok. Ruder Finn Era relaunched it as a trusted source of maternal health guidance and built the TikTok account from zero to more than 8,000 followers: 10 million views, 218,500 page visits and 114,900 content interactions.
The challenge
Pregnant women and mothers in Myanmar needed a trusted, accessible place to find guidance and reliable information on maternal health and childcare. Mae Yin Thway was meant to be that place, but its Facebook page sat dormant with no posts and it had no presence on TikTok at all.
Our solution
We relaunched the Facebook page from scratch with a refreshed visual identity and a knowledge sharing format built for mothers: static and motion content using illustration and stock imagery, plus interview videos with Dr Daw Win Win Myint, subtitled and cut into short clips that travel.
On TikTok we built the account from zero, converting the strongest posts into motion video suited to the platform. The account quickly found its audience among mothers and grew past 8,000 followers.
The results
The platform drew 10 million views, 218,500 page visits and 114,900 content interactions, and a community of mothers who now return to it for guidance.
- Client
- World Vision Myanmar
- Market
- Myanmar
- Services
- Behaviour Change and Education, Community Relations, Integrated Brand and Creative
- Sector
- NGO and multilateral
- Engagement
- Project
