This research attempt to explore financial inclusion program executed through cashless food aid conducted by Ministry of Social Services, Indonesia's Bank and Indonesia's Financial Services Authority. Cashless food aid enable the underprivileged society that formerly have no access at all to financial or banking services, to finally have bank account, ATM card, and even doing their cashless transaction through e-stall. However, practically this program is facing some obstacles, especially on technology adoption by underprivileged society. Through social marketing approach, it is expected that financial inclusion program in Indonesia will have more precise strategy. Social marketing itself, has been demonstrated to be an effective tools of behavior change, especially on health initiatives and poverty reduction Using qualitative method, this research is doing in depth interview with 15 beneficiaries' family in Mojokerto as the receiver cashless food aid, to have insight on how they perceive financial inclusion program, what are their obstacles, and what are their expectations from this program. By analyze through the social marketing's approach, the result of this research showed that facilitating condition, interpersonnal communication, and intense socialization, are played an important role on succeding the financial inclusion program as the key to the barriers that is faced by the beneficiaries family when performing behavioral change on financial activity.