The Ministry of Finance (MoF) took part in the 14th International Government Communication Forum (IGCF 2025) in Sharjah, contributing to a panel discussion titled “Raising Financial Awareness for a Sustainable Tomorrow: How Can Government Communication Have an Impact on Society?” The session brought together leading experts in government communication and the financial sector.
Moderated by content creator Mohammed Alajmani, the panel featured Azza Aljassmi, Director of the Government Communication Department at MoF; Mohammed Shalouh, Director of Communication & Strategic Partnerships and Chairman of the UAE’s Public-Private Partnership Sub-Committee (PPPSC) for Anti-Money Laundering and Counter-Terrorism Financing (AML/CFT); and Husain Alteneiji, Director of Government Communication at Dubai’s Department of Finance.
The discussion focused on the role of government communication in enhancing financial awareness and highlighted the importance of institutional collaboration to achieve sustainable societal and economic impact.
Azza Aljassmi emphasized the strategic role of government communication in fostering a sustainable financial culture. She highlighted MoF-led initiatives such as the Government Treasury Bonds and Islamic Treasury Sukuk awareness campaigns, which promoted saving and responsible investment, and the National Corporate Tax Awareness Campaign, which raised awareness of the new system to 94% and facilitated the registration of over half a million companies.
Al Jasmi stressed that coordination between federal and local entities amplifies overall impact, making financial communication a joint national endeavour. She further emphasised the Ministry’s commitment to engaging different segments of society—including youth, women, and entrepreneurs—to ensure financial messages are delivered inclusively and equitably, in line with the UAE’s vision for economic and social sustainability.
For his part, Mohammed Shalouh focused on the importance of local and international strategic partnerships in reinforcing financial compliance and combating illicit practices. He affirmed that such partnerships enable governments to broaden their impact, improve efficiency, and enhance public trust while addressing complex challenges that require collective solutions.
Shalouh also noted the role of the UAE’s Public-Private Partnership Sub-Committee on AML/CFT in facilitating information exchange through a structured framework that enhances the effectiveness of both public and private entities. He further pointed out that the Executive Office has signed memoranda of understanding with leading academic institutions to conduct joint research and offer specialised training programmes, contributing to advanced knowledge development and national capacity building.
Meanwhile, Husain Alteneiji highlighted that the main challenges facing financial awareness campaigns lie in reaching all segments of society and accurately measuring behavioural change. He noted that these challenges can be transformed into opportunities through stronger government–private collaboration and unified messaging, ensuring broad and lasting impact. He also underscored the role of media and academic institutions as key partners in spreading financial literacy, particularly among youth and students.
Alteneiji showcased examples of successful public communication campaigns led by Dubai’s Department of Finance, which significantly accelerated the shift to digital government payments and helped make digital fee settlement a widely adopted practice across the emirate. He confirmed that these awareness efforts have steadily boosted digital adoption, with 97% of government transactions completed through digital channels last year.
The session concluded with agreement that effective government communication is key to promoting sustainable financial awareness and strengthening institutional collaboration. It builds trust between government and society while supporting the UAE’s vision for sustainable economic and social development.
At the close of the session, IGCF honoured the Ministry of Finance as a key partner in recognition of its active participation and pivotal role in the Forum’s activities.
(Inputs from WAM)
