The Cambodia Microfinance Association (CMA) has reached a major milestone in its mission to elevate financial literacy across the Kingdom. Running from January to May 2026, CMA’s Weekly Financial Literacy Campaign has solidified its position as one of Cambodia’s most active digital education initiatives.

The Weekly Financial Literacy Campaign is a CMA’s dedicated campaign designed to raise financial awareness among clients of Banking and Financial Institutions (BFIs). In collaboration with member institutions, the campaign utilizes a blend of comedy, educational videos, and testimonials. This engaging, accessible approach effectively drives financial literacy, promotes sound debt management, and builds a positive image of the financial sector, with a special focus on microfinance.

By creating highly engaging, public-focused content, the campaign has actively supported Banking and Financial Institutions (BFIs) in their shared education efforts, racking up remarkable engagement numbers across social media. Between January and May 2026, the campaign produced 21 original videos, collectively amassing a staggering 6.35 million views across Facebook, TikTok, and YouTube.

To maximize reach, the content strategy split the videos into three distinct creative styles, tapping into different audience behaviors:

• Comedy: Leveraging humor to make financial topics relatable, 8 comedy videos drove the highest engagement, pulling in 3.33 million views.
• Educational Videos: Providing direct, actionable financial knowledge, 11 educational videos garnered 2.78 million views.
• Testimonial Videos: Highlighting real stories, 2 testimonial videos brought in 237.1K views.

A Network of Collaboration

The campaign’s viral reach was driven by an extensive, cross-sector digital network. A total of 83 digital channels united to amplify the content, ensuring these vital money management lessons reached every corner of Cambodia:

• CMA Member Institutions: 45 pages
• Non-Member Financial Institutions: 6 pages
• CMA Affiliated Channels: 7 pages
• Media & Influencer Network: 25 pages (Key Opinion Leaders, journalists, and staff) 

Why Financial Literacy is CMA’s Core Pillar

According to the National Bank of Cambodia’s National Financial Inclusion Strategy 2019-2025, citing Global Financial Literacy Report, Leora Klapper, 2015, Cambodia has a financial literacy rate of 18%, placing the country in 135th position out of 144 countries surveyed, which implies that the larger population has lower ability to engage with financial services. For CMA, financial education is not just an add-on; it is a foundational pillar of sustainable development. Expanding access to credit only works toward poverty reduction when clients are equipped to manage their loans responsibly. To build a secure financial ecosystem, CMA drives several high-impact initiatives alongside its campaigns:

• The "Safe Finance in Community" Project: Launched in partnership with the Association of Banks in Cambodia (ABC) and backed by the National Bank of Cambodia (NBC), this grassroots project delivers workshops directly to villages. It educates citizens on the dangers of informal loan sharks, teaches them how to identify legitimate, regulated lenders, and clarifies their legal rights regarding loan contracts.
• The ILO Certification Programme: In collaboration with the International Labour Organization (ILO) and the ABC, CMA trains microfinance professionals to become certified financial education trainers. These experts return to their respective institutions to embed practical money management tips directly into daily client interactions.
• Media & KOL Workshops: CMA routinely conducts specialized briefings for local journalists and content creators. By equipping media professionals with accurate knowledge about banking regulations and consumer protection laws, CMA ensures higher-quality, educational financial reporting nationwide.
• School Outreach and Events: CMA financially supports the NBC’s efforts to integrate financial literacy directly into the public-school curriculum, while backing national events like ASEAN Savings Day to promote saving habit among the public.
• Dedicated Social Media Channels: Through tailored pages like MyMoney and MyFarm , CMA utilizes diverse social media platforms to promote financial literacy, engaging audiences with a wide variety of topics and creative content formats.

With robust institutional participation and millions of digital impressions, CMA remains dedicated to equipping Cambodians with the tools they need to make smart, safe, and sustainable financial choices for generations to come.