Reham Bakry, Head of Government PR, Seven Media.When the UAE declares a national theme, such as the ‘The Year of Family’, it shapes the country’s communications landscape. A good example was the government declaring 2023 as ‘The Year of Sustainability’, which then continued in 2024.
Throughout this two-year period, both brands and agencies’ strategies were developed to align with its objectives and support the nation’s efforts.
‘The Year of Family’, the theme for 2026, will be no different – but its impact will be far bigger than many realise.
This new theme enables brands to put the focus on family – a fundamental pillar of the nation’s strength and prosperity. It will also create policy, public sentiment and partnership opportunities for the next 12 months.
For 2026, the signal is already clear that family wellbeing, support systems and intergenerational cohesion will sit at the heart of national conversations. As PR professionals, our role is to help brands understand the importance of the theme and align narratives closely with ‘The Year of Family’.
We must remember that this is not just a normal campaign theme. Driven from the very top of the UAE government, its policy-backed agenda closely aligns with the National Family Growth Agenda 2031, focusing on youth empowerment, family stability, work-life support, digital wellbeing and community cohesion.
That means brands need to think carefully and showcase innovative ideas that will create meaningful changes and deliver impactful results.
Yet, before brands start mapping out potential family-focused campaigns, they should ask themselves: “What barriers do families face today and what can be done to overcome them?”
Bridging generational gaps is one approach. Brands can facilitate conversations between parents and youth, bringing them closer together to engage in important conversations around financial literacy, online safety, mental wellbeing or career aspirations.
Another example is support for working parents. As a mother myself, I know how difficult it can be for parents to not only work, but also ensure I am there for my young children whenever they need me. Therefore, highlighting flexible policies and wellbeing programmes can be PR assets in storytelling, encouraging others to spend more time with their families.
Or why not create culturally relevant family experiences? People want shared moments that feel authentically connected to UAE’s heritage and values, that celebrate togetherness while also learning about the country’s diverse communities.
More importantly, any campaign must highlight the importance of strengthening family bonds so they feel a sense of belonging and become valuable members of society.
For instance, creating community spaces where families can spend quality time together or holding free health screenings for parents and children are just two ideas that are not only impactful but complement the national agenda.
There are still a few weeks to go until the new year begins. But planning must start now to embrace ‘The Year of Family’ theme as part of our PR strategies. It gives brands an opportunity to align with the government’s efforts while building something that resonates emotionally with families in the longer term.
No matter how many hours have been invested into a campaign – from planning to execution – the story must help drive measurable results. Beyond securing coverage, it’s also about making a meaningful difference that can positively affect families while creating precious shared moments – all of which helps strengthen a brand’s perception for years to come.
By Reham Bakry, Head of Government PR, Seven Media
