Campaign launched to strengthen family cohesion and address digital risks

Muscat: The Ministry of Social Development will launch tomorrow a media awareness campaign titled “A Missing Part” to promote family cohesion, as part of efforts to build a stable society rooted in tolerance, understanding and mutual respect, while preserving Omani identity amid contemporary challenges.

The four-month campaign is being implemented in partnership with several government entities, including the Ministry of Information, the Ministry of Transport, Communications and Information Technology, the Government Communication Center, the Ministry of Education, the Ministry of Health, the Ministry of Endowments and Religious Affairs, the Ministry of Justice and Legal Affairs, the Youth Centre, the Public Prosecution, and UNICEF’s office in Oman.

The initiative aims to unify awareness messaging and enhance institutional readiness to address emerging social and digital challenges.

Fatima bint Hilal Al-Rajhi, Director of the Communication and Media Department at the Ministry, said the campaign aligns with national directives to reinforce the family’s central role in instilling values and principles, while reflecting the Ministry’s commitment to community initiatives that safeguard social cohesion and keep pace with rapid digital transformation.

She noted that evolving digital habits have widened generational gaps and increased children’s exposure to unsafe content, underscoring the importance of media in shaping awareness and influencing behavior. The campaign, she said, leverages both traditional and digital platforms to deliver targeted messages that support family stability and promote a more conscious society.

She added that the campaign coincides with the summer vacation period, when children’s use of electronic devices rises, increasing potential risks. Activities will run through August and include social media outreach in collaboration with influencers, field initiatives, social experiments, digital advertisements, and radio and television programming.

She explained that the slogan “A Missing Part” symbolizes the void created by the absence of parental guidance or family dialogue, which can leave children vulnerable to risks that threaten family balance and stability. The campaign seeks to revive constructive dialogue within households and strengthen protective family bonds.

The initiative focuses on fostering a culture of communication within families and equipping them with tools to address digital challenges. Key issues addressed include domestic violence, online blackmail, and cyberbullying.

She concluded that the campaign represents a broader societal call to rediscover and restore missing elements in family relationships, reinforcing stability and preserving the social fabric.