World Social Marketing Conference 2025

This session will showcase how behavioural research and social marketing can enhance inclusivity and accessibility in social protection systems. Using a case study from Oman’s Social Protection Fund, we’ll explore strategies to overcome barriers like misinformation, digital exclusion, and trust issues, especially for marginalized groups. Attendees will learn how evidence-based insights can inform policy design, improve service uptake, and promote equity in social protection, making it relevant for policymakers, practitioners, and researchers in the field.