Today's Edition
SARA ALZAABI (ABU DHABI)
Coinciding with the Year of Family and under the guidance of Her Highness Sheikha Fatima bint Mubarak, the Mother of the Nation, Chairwoman of the General Women's Union (GWU), President of the Supreme Council for Motherhood and Childhood, and Supreme Chairwoman of the Family Development Foundation (FDF), the FDF has launched an awareness campaign that places senior citizens at the heart of family life, emphasising that their welfare is a shared responsibility.
Titled "Blessing in Our Family", the campaign is being rolled out in cooperation with the Department of Community Development, Abu Dhabi Media Network, the General Authority for Islamic Affairs, Endowments and Zakat, Abu Dhabi Public Health Centre, and PureHealth.
The initiative sees the Emirati family as a cohesive, multigenerational unit in which elders are a vital source of wisdom, continuity, and generosity.
To ensure they receive the care they deserve and enjoy lives of happiness and dignity, the campaign aims to empower families and caregivers while boosting the support systems that keep seniors meaningfully connected within their communities.
"Blessing in Our Family" focuses on raising awareness of senior citizens' needs, encouraging positive caregiving practices, improving home safety, strengthening communication within families, and highlighting available support services.
Mariam Mohammed Al Rumaithi, Director General of the FDF, said the campaign's launch builds on the vision of Her Highness Sheikha Fatima bint Mubarak and embodies the UAE's commitment to strengthening family bonds and supporting senior citizens, as part of a broader strategy to build a cohesive society.
She said the initiative aims to enhance the quality of life of senior citizens by fostering a culture of respect and social solidarity, while deepening understanding of their physical, psychological, and social needs.
Its impact will be measured through community engagement and sustained improvements in wellbeing and family practices.
Speaking to Aletihad, Aisha Al Rumaithi, Social Support Specialist at the FDF, said that behind the campaign is the inspiration that seniors bring to every family. "The strength of the Emirati family lies in its blessing - its senior citizens. And the more we honour and support our elders, the stronger family ties become," she said.
The awareness drive seeks to reinforce that message embed it in every home. "Blessing in Our Family" will offer practical support while encouraging families to better recognise and value the vital role senior citizens play within their households.
"Through this campaign, we focus on supporting the elderly socially and psychologically. We aim to provide them with a safe family environment and enhance the family's role in caring for them, even in exceptional circumstances," she added.
At its core, the initiative aims to help families adopt positive practices that promote reassurance and psychological stability for senior citizens. It also seeks to strengthen communication between generations and strengthen values such as respect for elders and social solidarity.
Under the campaign, workshops will be held to equip family members with the skills and knowledge they need in caring for their elders.
Al Rumaithi said these sessions will cover topics such as how to meet seniors' needs, or how to lift their spirits under exceptional circumstances. "In the current exceptional situations we face, the elderly need someone to embrace them," she added.
The practical support that the FDF and its partners will provide through the campaign covers various aspects of seniors' wellbeing, from health to psychological and social care, Al Rumaithi said.
The campaign's impact will be evaluated through a structured approach. "We will conduct a pre-impact assessment and a post-assessment after a period of receiving these services and attending the workshops," she said. "Through this, we will gauge how the campaign influenced their interactions and how we raised their awareness regarding senior citizens."
The campaign has struck a chord with Emiratis who have always believed seniors are the heart and soul of the family.
"The more we care for them, the more they will care for us," said Fatima Al Zaabi.
Maitha Al Muhairi agreed that seniors are "the blessing of the home". "Without them, the house becomes dark and empty," she said.
