Digital content to enable disadvantaged young Cambodians to find their path out of poverty

Human-centered design thinking was used to develop a program to encourage young Cambodians to consider Technical and Vocational Education and Training (TVET)

The Challenge:

A university education is out of reach for most Cambodians, but there are increasing opportunities for Technical and Vocational Education and Training (TVET) that can lead to steady employment. But awareness of these programs is low, and the information on those programs is difficult to find. The British Embassy was interested in supporting access to TVET information to Cambodian youth

The Process:

MangoTango used a human-centered design approach to develop every aspect of the program, starting from research with the target audience in order to understand their needs.

An online searchable database of all available TVET programs in Cambodia seemed like the best idea!

We researched these programs and built a database, included on a website with an easy-to-use interface and easy-to-understand content.

To bring attention to the program, MangoTango developed a brand name and logo, employing test-and-learn principals to understand which messages best resonated with our target.

Finally we built awareness of the resource through digital media, Facebook, and live events at high schools around the country.

The Outcome:

The combination of online and offline communications helped students learn about their options and apply to TVET programs. As awareness of the programs increased, more students looked to TVET for their future.

The Results:

Website – 20,000 page visits in 3 months Over 1 million impressions —Facebook post – 407K impressions, 2.8% click through rate —Google ads – over 300K reached, 1.4% click through rate —Events with 600+ students