UNICEF

How can we motivate Cambodian adolescents to continue their education through an inclusive approach and show them the opportunities that open when they finish school, no matter their background? → By creating the “Before You Quit” campaign, a nationwide initiative that wove together the perspectives of parents, neighbors, teachers, peers, and former drop-outs. Their cultural voices of wisdom, warning, motivation, and regret formed a powerful chorus that encouraged adolescents to pause and reconsider leaving school. By grounding the campaign in relatable, everyday stories, it felt authentic and deeply rooted in community life. The package also highlighted how education leads to future job opportunities, positioning school as a gateway to pride, security, and possibility. A dedicated component further engaged fathers, motivating them to take a more active role in their child’s learning journey. Launched nationally with UNICEF and the Ministry of Education, the AD Social Behavior Change package reframed education not only as a personal choice, but as a shared cultural value and collective investment in Cambodia’s future.