MUDHI ALOBTHANI (ABU DHABI)

Noticed social media profile photos switching to childhood pictures? It’s a reminder of how precious those tender moments are and of the need to pay close attention to the youth’s early years.

In its campaign called “Switch to Childhood”, the Abu Dhabi Early Childhood Authority (ECA) encourages leaders, influencers, and the community to use their childhood photos as their profile pictures. The initiative aims to raise awareness of the importance of early childhood development and foster a society that values and invests in the formative years of every child.

“A childhood photo is a powerful reminder that every adult was once a child who benefitted from care, protection, and meaningful early experiences,” Laila Al Hassan, Director of Outreach and Partnerships at the ECA, told Aletihad.
“When we invest in the early years, we are investing in tomorrow,” she said.

The campaign provides an emotional and highly visible entry point for public engagement. It amplifies the message of the Abu Dhabi Early Childhood Week through a simple, relatable, and shareable social movement.

Through the drive, the ECA emphasises four key messages: the early years shape who we become; investing in early childhood is investing in the nation’s future; early childhood nurtures resilience, creativity, and leadership; and every child deserves the foundation to thrive.

Positive engagement has been evident even before the campaign’s official launch. “Many of our staff, including Sana Suhail, Minister of Family, have already switched their profile photos, demonstrating early leadership support. Several partner organisations across education, health, and community sectors have also proactively joined,” Al Hassan said.

Social media platforms, particularly WhatsApp, play a central role in the awareness campaign. “WhatsApp is one of the UAE’s most personal, high-traffic platforms. When someone switches their profile photo, it sparks immediate curiosity and conversation,” Al Hassan said. Instagram and other channels further expand its reach through tagging, storytelling, and interactive features.

“Switch to Childhood” is part of a broader ECA strategy to make Abu Dhabi the most family-friendly emirate by 2035. The 2035 strategy focuses on supporting parents and caregivers, enhancing child wellbeing, and fostering a culture where every sector actively supports children.

Within the Abu Dhabi Early Childhood Week 2025, the campaign complements initiatives such as “Their Early Years Matter”, the launch of The Parent Pack, community activations, outdoor play activities, and family-focused events across Abu Dhabi, Al Ain, and Al Dhafra.

Al Hassan highlighted the ultimate measure of the campaign’s success: “If the movement makes people pause, reflect on their own childhood, and understand why early experiences matter, then the campaign has achieved its purpose. We hope to see more leaders, families, and community members embracing the message that their early years matter and that investing in young children strengthens Abu Dhabi’s future.”

As the Abu Dhabi Early Childhood Week continues, families are encouraged to participate in events and activities designed to celebrate and support the early years of childhood.