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Sun 11 Jan 2015 04:41 PM

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UAE launches campaign to improve lifestyle choices, attitudes

Sheikh Mohammed unveils communications strategy targeting health, education, family and the environment

UAE launches campaign to improve lifestyle choices, attitudes
Ruler of Dubai, Sheikh Mohammed bin Rashid al-Maktoum. (AFP/Getty Images)

The UAE Cabinet on Sunday launched the National Programme for Government Communication (NPGC) aimed at realising positive changes in citizens' behaviour and lifestyles.

The nationwide campaign will run for seven years and will target seven key messages on societal issues including health, education and the environment.

The first communication campaign will be entitled Healthy Children, and will be followed by other campaigns covering pillars such as Cohesive Family, Quality Education, Green Ideas, Sustainable Food, Prosperous Future, and Diabetes-free UAE, news agency WAM reported.

Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President, Prime Minister, and Ruler of Dubai, said the campaign revolves around putting Emiratis’ needs and aspirations as top national priorities and is part of the UAE Vision 2021.

Sheikh Mohammed said: "We need today to strengthen our national efforts to safeguard our achievements we should not stop at this point, but we must embrace innovation in addressing our issues, specially those related to society issues that touch upon the lives of the people and generations to come."

He added: "We live in a world witnessing rapid developments, therefore, we must make positive changes out of these for our nation, our people, to realise UAE Vision 2021.

"In today’s world, we cannot ignore the role of social media and communication in making an impact on our daily lives. As a government, we will do our best to ensure the utmost utilisation of these by launching innovative, wide-scale initiatives and capitalising on national cadre who are able to identify current challenges and foresee future opportunities."

Representing both the UAE public and private sectors, communication teams will shoulder the responsibility to implement these awareness campaigns under the overall supervision of the Government Communication Office of the Ministry of Cabinet Affairs, WAM said.