Driving positive change: A review of social marketing efforts in Oman

Background of the Country: Oman is a high-income developing country located in the Arabian Peninsula. The large oil discoveries over the past 50 years, trade liberalization, and urbanization, have led to rapid socio-economic developments and significant lifestyle changes leaving Oman prone to a number of health and social challenges. Primary Social Problems in the Country: Oman’s epidemiological profile is rapidly shifting towards being dominated by non-communicable diseases (NCDs), accounting for 72% of annual deaths. Another major concern is rising levels of food waste, which needs addressing to support UN sustainable development goals at both the national and global levels. These issues have complex root causes grounded in economic, social, and cultural change. Use of Social Marketing: Oman has started taking preliminary steps towards adopting social marketing principles and techniques to combat NCDs, evidenced in its health development plans. However, the emerging campaigns have primarily focused on raising awareness through information sharing facing challenges in terms of adequate funding and support for implementation. Similarly, various scattered and uncoordinated campaigns to address food waste from both governmental and non-government organizations were developed, with most displaying some elements of social marketing principles. Academic and Stakeholders Activities: In addition, education in social marketing has been integrated into, and available as part of, the undergraduate curriculum in Oman’s leading public university (Sultan Qaboos University), since 2014. Local advocates of social marketing have delivered workshops, lectures, and conference presentations to promote social marketing to public sector and other organizations. Discussion and Conclusion: Despite these developments and efforts, social marketing is still in its infancy in Oman with campaigns often exhibiting a superficial approach, characterized by short-term interventions that neglect critical components of the social marketing mix. Notably absent in many campaigns are comprehensive audience segmentation and the development of compelling exchange. This lack of strategic planning and tactical execution hampers the effectiveness of such efforts in driving sustained behavioral change. Thus, social marketing needs further promotion before it can be effectively practiced. Decision-makers need to recognize social marketing as an essential behavioral change tool that can reduce the cost burdens on the government, and in turn investment is needed in social marketing training, and education with a focus on mobilizing a community of practice of future social marketing researchers, policy makers, and practitioners.