Social security institutions are shifting from traditional outreach into establishing leveraging communication tools and approaches that drives action from individuals. Through multi-pronged strategies they are engaging with individuals and creating meaningful connections that empower people to understand their rights, navigate services confidently, build trust and actively engage with social protection systems.

Empowering individuals to know about and claim social security benefits and services is as much a delivery challenge as it is a communication one. People may have limited knowledge of their rights, be unable to navigate complex steps, or mistrust unfamiliar schemes (ILO, 2024). In some countries, fewer than one in three people feel they could easily access and use social security if needed (OECD, 2021).

Traditionally, social security institutions have relied on generic, one-way outreach approaches, such as mass advertising, broad public service announcements, and informational leaflets, to engage with clients. While such campaigns may raise general awareness, they typically lack the personal relevance, timing, and follow-through needed. Without targeted communication strategies or opportunities for two-way interaction, efforts to provide information about social security and interest fades and effectiveness of the programmes erodes. Responsive client communication is increasingly recognized as a strategic capability and crucial component in operationalizing service delivery. It helps individuals understand their rights, make timely-choices and access services (OECD, 2021).

Source: ISSA