Financial literacy is not just about better budgeting or smart investments: it is now seen as a pillar of a sustainable society and a first line of defence against risks that can undermine economies and societies. That was the clear message from senior UAE officials speaking at the 14th International Government Communication Forum (IGCF 2025), in a panel discussion on Raising Financial Awareness for a Sustainable Tomorrow: How Can Government Communication Have an Impact on Society?” organised by the UAE Ministry of Finance .

Azza Al Jasmi, Director of Government Communication at the UAE Ministry of Finance, highlighted how public education must keep pace with new financial realities. “Enhancing financial awareness among individuals has become paramount in achieving financial protection, and this is where the role of government communication emerges, as it must fully perform this task of educating people,” she said. Al Jasmi pointed to recent initiatives such as the rollout of corporate tax, where coordination with chambers of commerce and the private sector ensured clear messaging. These kinds of partnerships, she stressed, are crucial in spreading knowledge, preventing risks, and building long-term financial sustainability.

For Mohamed Shalo, Director of Communications and Strategic Partnerships at UAE’s National Anti-Money Laundering and Combatting Financing of Terrorism and Financing of Illegal Organisations, partnerships remain at the very heart of safeguarding the UAE economy. “Partnerships are the cornerstone of the country's financial philosophy, but this does not negate the fact that there are parties attempting to exploit the country's economic openness to engage in illegal practices,” he said. More than 80 federal and local entities, along with major banks, gold traders, and research centres, are working together under the leadership’s direction to protect the financial system, he noted.

Awareness campaigns have succeeded by avoiding jargon and speaking simply across languages and communities, including targeted drives in the gold sector. At the same time, he warned that the digital shift has introduced new risks, with AI being “a double-edged sword” that requires more specialised training, even suggesting that universities consider dedicated courses in financial media.

Husain Alteneiji, Director of Government Communication at Dubai's Department of Finance, offered the Emirate’s experience as evidence that awareness campaigns deliver real transformation. “The department recognised early on the importance of enhancing community awareness of digital financial transactions,” he said, recalling initiatives such as Month of Smart Pay, the Day Without Service Centres campaign, and later, the Week of Payment via Technology. These, he explained, had steadily shifted behaviour so that today “97% of government financial transactions are completed digitally.”

Still, he cautioned that the journey is not finished. “We are continuing to address this challenge, which has not yet ended. Greater cooperation with media, research, and academic institutions is essential if we are to keep pace,” Alteneiji said.

As the IGCF continues with more than 237 speakers across 51 sessions, the financial literacy panel reinforced a central theme of the forum: communication that simplifies, informs, and engages the public is no longer a supporting role in governance, but one of the main drivers of future resilience and a safe society.