The article investigated the effectiveness of marketing tools in supporting people with special needs at the international level. Special attention was paid to the use of social media, advertising and PR campaigns as the main tools contributing to the social integration of vulnerable population groups. Social media platforms, including Facebook, Instagram, and Twitter, have proven highly effective due to their accessibility and ability to spread information quickly. It was appreciated that such platforms not only disseminate information, but also provide an opportunity to interact with the audience, engaging communities in active participation. It was concluded that advertising, especially visual, has a significant potential to influence people’s emotions and consciousness, contributing to the destruction of stereotypes and the formation of a tolerant attitude towards people with special needs. However, the effectiveness of advertising campaigns depends on the quality of execution and the authenticity of the submitted content. In this context, recommendations were developed for the creation of emotionally resonant content, which should raise issues of support and solidarity, and not cause pity or feelings of superiority. Examples of successful use of PR campaigns, which allow organizations to create long-term relations with the media and the public, which contribute to a sustainable increase in the level of awareness of the problems of people with special needs, were also considered. It has been estimated that a combination of social media, advertising and PR campaigns provides the best result in achieving social goals. As a result, strategic recommendations were developed to increase the effectiveness of marketing tools in supporting people with special needs. These include involving the target audience in the development of campaigns, ensuring the availability of content, using a multi-channel approach and integrating the latest technologies. Using these recommendations will help build a more inclusive and tolerant society. For the first time, key marketing strategies that are successfully implemented globally to support this vulnerable population have been systematized and evaluated.