Strategic Social Marketing and TVET Enrollment in Cambodia: Insights from a National Impact Survey (2018–2020)

Abstract This paper assesses the effectiveness and reaches of social marketing interventions in the period between 2018 and 2020 by the General Department of TVET, Ministry of Labor and Vocational Training (MLVT)’s Department of Labor Market Information (DLMI) in Cambodia. Conducted with a mixed-method design in eight provinces using questionnaires for 788 high school students and 1,404 TVET students, the research determines how social marketing campaigns, both digital and conventional, especially using Facebook, TV, posters, and seminars, shape public opinion and student enrollment in vocational schools. The results point to social marketing’s strong effect on awareness but suggest that more efforts are required to engage parents and break recurrent stereotypes against TVET. Recommendations are provided for strengthening strategy in using early interventions, dissemination of labor market information, and multi-channel outreach.