Dubai Foundation for Women and Children, Al Ameen Service roll out digital campaign for a safe back-to-school season

(MENAFN- DFWAC) UAE-Dubai: 25 August 2025
Coinciding with the start of the 2025–2026 academic year, the Dubai Foundation for Women and Children (DFWAC), in collaboration with Al Ameen Service, has launched an inclusive digital campaign under the slogan “Together for a Safe Back-to-School … Mentally and Securely”, aimed at supporting students’ well-being and safety as they return to school.
The campaign's goal is to help children and their families get ready for a smooth and safe return to school. The initiative focuses on supporting students' mental and social well-being while promoting a positive learning environment. This includes encouraging good values, strengthening their sense of belonging, and building a stronger connection between families, schools, and the wider community, all in support of Dubai Social Agenda 33.
To help children and parents feel confident and reassured about returning to school, the campaign offers practical advice on preparing for the transition. It encourages families to talk openly about why education is important, gives children a space to express their feelings and worries, and suggests practicing morning routines at home before school starts.
The initiative also aims to boost children’s self-confidence by recognising their achievements, encouraging skill development, and addressing negative behaviours or self-deprecating remarks positively. It supports children in managing anxiety and stress, reassuring them that such feelings are normal and manageable, while monitoring signs of distress or withdrawal to ensure they feel comfortable and engaged in the school environment.

The campaign helps children handle everyday pressures by teaching them to tell the difference between what they need and what they want, manage their own pocket money, and appreciate what they have while helping others. These lessons help them become more responsible and feel like they belong. Additionally, the campaign improves safety in schools and communities. It teaches children how to stay safe on their way to and from school, including following traffic rules, avoiding strangers, and behaving well on buses and in public. It also educates them on important safety measures, like knowing where emergency exits are and listening to their supervisors.
The campaign also offers advice on how to handle difficult social situations, such as bullying and dealing with social differences. It encourages students to get involved in school activities and teaches them when and how to seek help from teachers or parents. In addition, the campaign addresses digital safety. It educates students on the importance of protecting their personal information online, how to react to upsetting situations they encounter digitally, and how to use educational devices responsibly to maintain a secure online environment.
HE. Shaikha Saeed Al Mansouri, Acting Director-General of DFWAC, emphasised that the start of the school year represents a critical stage in a child’s growth and development, requiring balanced mental and social preparation. She noted that the digital campaign is designed to equip both children and families to face the challenges of returning to school with confidence, through practical guidance on mental preparation, building self-confidence, coping with anxiety, and managing daily pressures, ensuring a safe, enriching, and productive school experience.
Shaikha Al Mansouri added that the collaboration between DFWAC and Al Ameen Service ensures that educational and safety messages reach all members of the community and promotes a school environment that supports children’s cognitive and social development while guaranteeing a safe return to school.
Omar Al Falasi, General Supervisor of Al Ameen Service, stressed that children’s safety is a collective responsibility, highlighting that the campaign reminds the community of the importance of cooperation between families, schools, and security institutions. This approach ensures a safe and stable school environment while fostering a culture of safety and awareness among both children and parents. He explained that the campaign provides comprehensive guidance covering travel safety, proper use of buses and public facilities, addressing bullying, managing social differences, and practising safe digital behaviour.
The campaign is available on the social media platforms of the DFWAC and Al Ameen Service, where daily educational posts offer practical advice on psychological preparation, school safety, stress management, and positive communication between school and family, supporting children from the first day of school and reinforcing the role of families and the community in raising a conscious and safe generation.
Meanwhile, DFWAC is preparing to organise the “Kindness Makes Us Stronger” event as part of the Ministry of Education’s “Hello, My School” initiative, held this year under the theme “From Skill to Lead”, at several schools across Dubai, with the participation of nearly 120 students.
The event features a series of interactive activities based on cards specially designed by DFWAC, aimed at enhancing children’s self-confidence, instilling values of acceptance and respect for others, and developing emotional awareness and anger management. The initiative also fosters empathy and tolerance skills among students, helping them face negative challenges in daily life, foremost among them bullying.
These efforts are part of a broader vision to strengthen schools as safe and engaging learning environments that instil ethical values and a sense of belonging, while reinforcing the connection between family, school, and community, in line with the UAE’s vision of building a cohesive, prosperous, and safe society.

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