The UAE’s Ministry of Family and New Media Academy have launched “Family Content Creators”, a strategic new programme designed to equip participants with the skills to produce purposeful and sustainable digital content that supports family cohesion, reinforces positive community values and helps nurture new generations on the principles of affection, belonging and humanitarian goals.
Strategic initiative
Speaking on the launch, Her Excellency Sana bint Mohammed Suhail, Minister of Family, said the UAE believes the family is the foundation of society, and that investing in its stability and cohesion is an investment in the nation’s future.
“With the growing influence of digital platforms, it has become necessary to empower content creators who have the knowledge and skill to deliver positive messages that support the family, enhance quality of life and entrench the authentic values of society,” she said.
She added that the “Family Content Creators” programme reflects the Ministry of Family’s direction towards building high-value partnerships that invest in people, and preparing a generation of influencers capable of producing professional, responsible content that addresses family issues with awareness, strengthens a culture of dialogue, and reinforces the values of cohesion and positive upbringing, while contributing to a safer digital environment for future generations.
Programme pathways
The programme features an integrated training framework built around two main tracks and designed to meet the highest standards in training and digital identity building. The first track is an intensive four-week training programme, for which 62 participants were selected from 500 applications received by the initiative.
During this month-long phase, participants will take part in intensive practical workshops covering values, family and social knowledge, as well as the core and modern skills required for professional digital content creation. These include scriptwriting, storytelling, photography, editing, publishing strategies, platform management and data analysis.
At the end of the training phase, 13 outstanding participants will be selected to move into the second track: a seven-month incubation programme.
In this phase, the New Media Academy team will work closely with each participant individually to develop an independent digital identity and build a comprehensive content strategy. The phase will include direct support in production, creative direction and professional publishing, based on a clear work plan and timetable.
Wide range of talent
The programme was notable for the breadth of participants it brought together, reflecting a wide range of community expertise to ensure diversity of perspective and richer content. The selected groups included content creators from beginner to advanced levels who focus on family and community issues, as well as mothers and fathers producing content that speaks to everyday life.
It also opened its doors to young emerging creators so they can produce specialised content that speaks to their own age group in a contemporary voice and style.
In addition, the programme welcomed professionals whose work supports families, including specialists in the care of people of determination and senior citizens, as well as paediatricians, social workers and lawyers specialising in family affairs. It also included media professionals and specialists who discuss government initiatives and achievements such as housing and social benefits that help ensure quality of life for citizens.
Shared vision
The programme reflects the UAE’s vision of strengthening the role of the family as the core unit for building a cohesive and stable society, in line with national efforts to lead a meaningful digital ecosystem and harness it in service of community and development priorities.
It also seeks to enhance participants’ skills in modern digital media technologies and in creating value-driven content for families, by equipping them with the latest tools to produce media material with positive intellectual and behavioural impact, delivered professionally.
These objectives mirror the shared vision of the Ministry of Family and the New Media Academy, which is rooted in the state’s strategy to improve family quality of life and reinforce national identity and family values through support for digital content that strengthens affection and harmony among family members, highlights the importance of family stability as a pillar of societal security, and enables a new generation of positive influencers by qualifying specialist content creators with professional skills capable of delivering compelling and impactful messages for different age groups.
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