The Cambodia Microfinance Association (CMA), in collaboration with 54 member institutions, nine partners, and seven affiliated pages, is proud to mark a major milestone in its ongoing commitment to strengthen financial literacy across Cambodia through its Weekly Financial Literacy Campaign — now one of the most consistent and impactful initiatives in the kingdom’s financial sector.
Launched in 2020 as a monthly campaign, the initiative quickly gained momentum thanks to overwhelming support from stakeholders and was upgraded to a weekly campaign in 2023. In 2024 alone, the campaign’s videos amassed over 11 million views on Facebook, with comedy-based financial education videos leading in popularity. In just the first half of 2025, the campaign has already reached 3.25 million views (Facebook data only), reflecting strong and growing engagement.
Financial Knowledge That Engages and Educates
Every Monday at 5 PM, audiences across 70 social media platforms—including those of banks, microfinance institutions, financial leasing companies, and rural credit institutions—tune in to new content designed to educate and empower. The campaign features three core video formats:
· Comedy: Financial tips through humor and relatable characters
· Client Testimonials: Real-life experiences from borrowers and entrepreneurs
· Short Educational Clips: Straightforward lessons on topics like saving, budgeting, responsible borrowing, debt management, managing financial distress and MSME product pricing
Reaching the Right Audience
What makes this campaign especially effective is its targeted reach. “We focus on platforms where our audience already exists—loan clients, small business owners, and everyday users of financial services,” said Mr. Kaing Tongngy, CMA Head of Communications and campaign lead. “This ensures our message goes directly to those who need it most. The campaign shows our consistent commitment to empowering clients with financial knowledge that helps them make responsible financial decisions.”
A Sector-Wide Commitment
This campaign isn’t just a CMA effort—it's a sector-wide movement. From large commercial banks to grassroots MFIs, participating institutions have shown extraordinary dedication in spreading practical financial knowledge. Their involvement demonstrates a shared commitment to responsible lending, consumer protection, and sustainable financial inclusion.
“In today’s rapidly evolving financial landscape, education is key. This campaign reflects our belief that informed clients are empowered clients—and that’s good for the entire economy,” said a representative from one participating financial institution.
Impact in Numbers (as of June 2025):
· ✅ Over 14 million cumulative Facebook views since 2024
· ✅ 70 social media pages actively releasing content
· ✅ 54 CMA members + 9 partners + 7 affiliated platforms involved
· ✅ Broad content range: personal finance, debt management, budgeting, saving, MSME finance, & more
As Cambodia’s financial sector continues to grow, so does the need for informed and confident consumers. CMA’s Financial Literacy Campaign is not only answering this call—it is setting the gold standard for sector-wide education in the region.