Reaching people under attack online, in six languages

The challenge

Stop Online Harm supports people under attack online across Myanmar, Thailand, Cambodia, Laos and now Bangladesh. The audience is hard to reach by design: they are looking for help quietly, in their own language, often in the worst week of their lives. The budget for reaching them is a few hundred dollars a quarter.

What I own

Regional communications across the portfolio — organic content strategy for each market, paid media across the country pages, and the measurement layer underneath both.

Key actions

Built a per-market content calendar covering the Karen, Karenni and Lao audiences alongside Myanmar; ran always-on Meta campaigns tuned to cost per reach rather than vanity engagement; built Looker Studio dashboards so publishing decisions come from what actually performed, not from instinct.

Web & editorial production

I built the organisation's blog — the page architecture, the article template and nine published article pages — commissioning and editing two writers rather than writing the articles myself.

What I learned

Utility outperforms messaging. The single best post of the quarter was not a campaign asset — it was a plain list of every helpline channel in one place, which reached 113,500 people once a small boost was put behind it, and sent 164 of them onward to a helpline. When people are in trouble they share what is useful, and the audience that came back — 57% women, led by 18–34 — is exactly the one the service is built for. I wrote up what that changed →