UAE: 'Kindness and Mercy' campaign launched to raise awareness about concept of marriage

Abu Dhabi: The Family Development Foundation (FDF) has launched ‘Kindess and Mercy’ campaign to raise awareness about concept of marriage.

The campaign has been launched under the patronage of Her Highness Sheikha Fatima bint Mubarak, President of the General Women’s Union (GWU), Supreme Chairwoman of the Family Development Foundation and Chairwoman of Motherhood and Childhood Supreme Council.

The ‘Kindness and Mercy’” campaign is a testament to the vision and directives of Her Highness Sheikha Fatima bint Mubarak, embodying her role as the ‘Mother of the Nation,’ according to FDF statement issued on Wednesday.

It aims to introduce purposeful social initiatives and innovative services and programs that actively contribute to fostering family cohesion, reinforcing the social fabric, and strengthening family ties among all members of society.

Her Highness firmly believes in the vital role of the family in shaping society and in adopting a comprehensive approach to addressing diverse challenges, thereby upholding core values within the community.

Main goals

The main goal of the “Kindness and Mercy” campaign is to highlight the significance of marriage as a crucial foundation for societal stability and progress. It seeks to cultivate a positive perspective among youth regarding marriage and the selection of a suitable life partner, nurturing a generation that comprehends the importance of marriage as the cornerstone for building and sustaining a strong family unit. Additionally, the campaign aims to inspire society to change behaviours and social norms that affect marriage for youth.

The launching of the campaign event was attended by Dr Mugheer Al Khaili, Chairman of the Department of Community Development — Abu Dhabi, Mariam Mohammed Al Rumaithi, Director General of FDF; Dr Bushra Al Mulla, Director General of the Family Care Authority; Abdulla Al Ameri, Director General of the Abu Dhabi Social Support Authority; Hessa Tahlak, Assistant Undersecretary for Social Development Affairs, Ministry of Community Development, and Dr. Yasir Alnaqbi, Director General, GovAcademy, Abu Dhabi Department of Government Enablement.

The event was also attended by a number of senior officials, department directors, numerous FDF employees, strategic partners, speakers, youth, and media presenters representatives.

Media Platform

In its third edition, the Media Platform has played a significant role in reflecting social realities and addressing prevalent social issues and needs. Through purposeful and targeted scientific-based media content, the Platform combines effective methods and approaches of media and social influence to keep pace with rapid technological advancements. It discusses various family and community matters with a focus on driving social change, fostering unity in government visions and efforts, and presenting them positively to contribute to the development of an informed society. The platform also raises social concerns that align with the country’s objectives.

‘Mother of the Nation’ Messages

Her Highness Sheikha Fatima bint Mubarak, ‘Mother of the Nation’, conveyed her social messages on the occasion of the Family Development Foundation’s introduction of the “Kindness and Mercy” campaign during the third edition of the Social Media Platform. These messages were directed towards various entities, including families and society at large. Below are the messages delivered:

•My beloved sons and daughters, As a united family, we all share the responsibility of raising awareness about the significance of fostering healthy family dynamics, strengthening community stability, and offering support to those embarking on the journey of marriage. Based on our strong belief that everyone in our society is an asset who contributes to national progress and prosperity.

•We urge parents to fulfil their role in encouraging their children to build healthy and balanced families. We should promote the values of compatibility and cohesion across generations, thereby harnessing the positive influence of families in supporting population growth. Our duty to our children is to maintain their families to ensure their comfort, stability, and happiness.

•The people of the UAE, who have consistently demonstrated their commitment to their national identity, have worked tirelessly to improve their quality of life while contributing actively to enhance family stability through tolerance and constructive dialogue.

•I would like my sons and daughters to be mindful of irrational notions or wasteful behaviours that may hinder your decision to marry or disrupt the harmony within your marriage, thereby threatening the stability of the family. Your family is the cornerstone of generational continuity and human capital formation in our society.

•To my young children and newly-weds, you should ask for premarital guidance and do not hesitate to seek family counselling from competent authorities when needed. Embrace the wisdom of your parents and learn from their experiences.

•Engage with supportive programs aimed at strengthening the bonds of love, familiarity, and mutual respect within your families, particularly in the crucial first year of marriage.

•We also appreciate media outlets for their serious efforts in addressing emerging social issues and promoting community awareness while upholding our Islamic and Arab values. Together, let us strive for the highest levels of family cohesion.

•Today more than ever, we need to support young people to bring about positive social change in a changing world. I advise my young sons and daughters to marry at a suitable age, positioning themselves closer to their children and contributing to the future of the UAE.

•Building an open family in a changing world, while adhering to its identity and national affiliation, requires you to build friendship with your children from their earliest and different stages of development. Therefore, I once again urge you to marry at a suitable age to achieve intellectual convergence and social harmony with your children.

•With the support of our wise leadership, the UAE has made pioneering achievements in the field of women empowerment. I call upon my daughters to strike a balance between their aspirations and their family and societal roles, prioritising marriage and building safe and stable families to ensure sustainable social development for our nation.

•The ‘Kindness and Mercy’ campaign complements all our programs in support of young men and women, who are integral to our society’s advancement and our country’s future. Let us ensure their well-being and provide them with the necessary tools to navigate marriage, parenthood, and family challenges, thus fostering a stable and prosperous society.

•We are all confident that the Family Development Foundation is always keen on the valuable approach of our wise leadership. Through our social initiatives, innovative programs, and meaningful campaigns, we have consistently emphasised our tireless pursuit of securing happiness and prosperity for all family members, enriching the quality of life in our nation.