Mauj: Expanding a Women-First Health Brand Across the Arab World
- Client: Mauj
- Location: Dubai, UAE – serving a Pan-Arab audience
- Industry: Women’s Health & Education
- Scope: Digital Strategy, Content Strategy, Ambassador Program, Consulting Retainer
The Challenge
Mauj was born from a bold vision: to create a safe, open, and culturally grounded space for Arab women to learn about their bodies and well-being – covering topics like cycles, reproduction, body literacy and autonomy, personal wellness, and physical needs.
Founded by Arab women in Dubai, the platform quickly grew into one of the region’s most trusted voices for sexual and reproductive health education.
With a thriving Instagram presence and growing demand across the Arab world, Mauj had built momentum – but also hit roadblocks. Platform restrictions, content takedowns, and algorithmic censorship made it harder to reach the women who needed it most. Many followers hesitated to engage publicly, worried about stigma or exposure.
It was time to take Mauj beyond the limitations of social media.
Strategy and Marketing Consultancy
We partnered with Mauj to scale the brand’s impact, safeguard its mission, and protect the privacy of its community – all while staying true to its bold, unapologetic voice.
Our work spanned everything from digital and content strategy to ongoing consultancy and partnership development.
We took a human-first, culturally attuned approach:
Audience Insights & Content Mapping
We developed segmented content pathways for different age groups, knowledge levels, and emotional comfort zones – from curious teens to married women seeking medically accurate answers. Each content journey was rooted in empathy, privacy, and real-life context.
Platform Diversification
We supported Mauj in expanding their presence beyond Instagram – collaborating on a redesigned website, curated newsletters, private-access resources, and more regionally attuned outreach across TikTok and offline channels. The goal: reach women where they are, not just where algorithms allow.
UX & Private Pathways
The new website prioritized usability and discretion, featuring educational modules, opt-in journeys, and private-access landing pages for deeper exploration.
Safe Language Guidelines
Building on Mauj’s existing sensitivity to language, we developed a structured content guide to clarify messaging while avoiding flags and takedowns – enabling safer, more meaningful conversations in an increasingly monitored digital space.
Regional Ambassadorship Program
We contributed in shaping and structuring a growing network of trusted health educators, gynecologists, and content creators – supporting local ambassadors to engage their own communities and deepen trust from the inside out.
Ongoing Strategic Consultancy
We worked closely with the Mauj team to test new formats, respond to feedback, and evolve the strategy in real time – ensuring adaptability and long-term impact.
By crafting a digital ecosystem rooted in privacy, purpose, and progress, Coana helped Mauj grow from a popular Instagram page into a regionally respected resource – one that protects its users as fiercely as it informs them.
The Impact
- A multi-platform presence that protects Mauj’s longevity – reducing dependency on any single channel.
- Stronger reach and trust through community-led ambassador activation across the Arab world & beyond.
- Safer, stigma-free ways for Arab women to access accurate sexual health education – from puberty to menopause.
See their ongoing work at: www.mauj.me
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