The answer is pretty straightforward: personal and family health for 60% of the people according to Cambodia Life 2015, a country-wide study conducted by TNS.
If family is said to be the pillar of Cambodians’ values according to the respondents of the survey, prestige and status in the society become more and more important as wealth increases, enabling people to afford more and more expensive products, which in turn reflect on their “rank” in the society.
Cambodia is a very status-driven society, built on a strong sense of family. In addition, the new generation wants to live longer and be in better health than their parents. Any communication campaign should take those elements into account.