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The effective implementation of social protection interventions is key for achieving positive change. The existing literature mainly focuses on issues related to programme design and impact, rather than the factors that influence the emergence, expansion and provision of these programmes. This article builds on the recent literature that indicates that the quality of institutions and people's preferences play an important role in the implementation of social protection. It does so by using Ethiopia and its Productive Safety Net Programme – one of the largest social protection programmes in sub‐Saharan Africa – as a case study, thereby contributing to debates on how to implement social protection more effectively, particularly in settings of widespread poverty and relatively low levels of institutional capacity. Based on primary qualitative data, the article finds that greater institutional quality at the local level is associated with the more effective provision of social protection. The ability of community members and social protection clients to voice preferences can lead to adaptations in implementation, although the extent to which this occurs is highly gendered. [ABSTRACT FROM AUTHOR]