‘United as One to Eradicate the Threat’: UAE unveils major campaign to combat drug abuse
New initiative focuses on awareness, prevention and community partnership
DUBAI – The National Drug Enforcement Authority, in collaboration with the UAE Government Media Office, has launched the National Campaign for Drug Enforcement under the theme ‘United as One to Eradicate the Threat’.
The initiative was unveiled during a special event held at Creators HQ to coincide with the International Day Against Drug Abuse and Illicit Trafficking, reinforcing the UAE’s continued efforts to protect society through prevention, awareness and coordinated action.
The campaign forms part of a wider national strategy focused on safeguarding communities, strengthening family and youth awareness, and enhancing cooperation between government entities, educational institutions, media platforms and society. The launch event brought together senior officials, security leaders, education representatives, media professionals and digital content creators to highlight the importance of collective responsibility in addressing evolving drug-related challenges.
The event was attended by Sheikh Zayed bin Hamad bin Hamdan Al Nahyan, Chairman of the National Drug Enforcement Authority; Maryam Al Hammadi, Minister of State and Secretary General of the UAE Cabinet; Saeed Al Eter, Chairman of the UAE Government Media Office; along with senior officials and representatives from security, education and media sectors.
Combatting drugs
Sheikh Zayed bin Hamad bin Hamdan Al Nahyan emphasised that the UAE’s approach to combating drugs is based on a leadership vision that places human well-being, community safety and family protection at the centre of national priorities.
He said the UAE continues to address the issue through an integrated framework that combines prevention, awareness, legislation, law enforcement, treatment and rehabilitation support. He highlighted that the fight against drugs cannot be limited to one organisation or sector, but requires collaboration between government entities, families, schools and the wider community.
“The fight against drugs is not the responsibility of a single entity, but rather a shared national and civic duty that requires public awareness, solidarity and collaboration. Safeguarding our people is the foundation for any nation’s progress and stability,” he stated.
He explained that the campaign theme, ‘United as One to Eradicate the Threat’, reflects the Authority’s belief that protecting society is a shared responsibility and that effective prevention begins with awareness, strong family relationships and open communication.
The campaign is built around three key pillars. The first focuses on the family as the first line of defence, highlighting the importance of trust, dialogue and emotional support in protecting children. The second pillar targets young people by increasing awareness, strengthening confidence and encouraging informed decisions to reject behaviours that could harm their health and future. The third pillar highlights schools as essential partners in shaping children’s awareness, values and choices.
He also pointed to the changing nature of drug-related risks, noting that new methods used to promote substances and target young people require stronger readiness, awareness and proactive prevention measures.
He stressed that the campaign aims to transform awareness into everyday practice, encouraging homes, schools and institutions to become active partners in protecting society and future generations.
Support channels
Sheikh Zayed bin Hamad bin Hamdan Al Nahyan said effective awareness depends on building trust, creating hope and ensuring access to support when needed.
As part of this effort, the National Drug Enforcement Authority announced the launch of its official social media platforms to create direct communication channels with the community. The platforms will provide accurate information, respond to public enquiries and feedback, and strengthen cooperation between the Authority and society.
Addressing families and young people, he announced that confidential assistance will continue to be available through the Hosn service at 80044. The service provides support for reporting concerns, seeking consultations, and accessing treatment and rehabilitation assistance.
He highlighted that the service operates with complete privacy and confidentiality, while UAE laws provide protection for individuals seeking help. The legal framework ensures four key principles: confidentiality, privacy, access to high-quality treatment, care and rehabilitation, and exemption from criminal liability.
“The law is on your side, existing to rescue and heal rather than punish,” he stated, adding that early reporting and seeking support can help protect lives and secure a safer future for individuals and families.
He reiterated that protecting young people requires a collective effort, with every positive action, conversation and early intervention contributing to stronger community safety.
Global challenge
Major Fahad Abdullah Haikal, Spokesperson for the National Drug Enforcement Authority, highlighted the growing international scale of drug-related challenges, referring to figures from the United Nations Office on Drugs and Crime (UNODC) World Drug Report 2025.
He revealed that more than 316 million people, representing around 6% of the world’s working-age population, used drugs, marking a 28% increase over the previous decade.
Major Haikal said the UAE continues to strengthen its safety and security model while recognising that global challenges are constantly changing and require greater preparedness, awareness and proactive action.
“Safeguarding society cannot be achieved through robust enforcement procedures alone. It requires strong intellect, high public awareness, strong and cohesive families, and a shared responsibility,” he said.
He explained that while security measures remain essential, prevention and awareness are equally important in reducing risks. The Authority aims to ensure that individuals across society become active partners in protecting communities.
Major Haikal also highlighted that the National Drug Enforcement Authority was established in August 2025 as an independent federal entity chaired by Sheikh Zayed bin Hamad bin Hamdan Al Nahyan. The Authority is responsible for developing and implementing anti-drug policies, legislation and strategies, while tracking and dismantling drug trafficking networks in coordination with federal and local stakeholders.
He noted that drug-related threats have evolved beyond traditional methods, with social media platforms, gaming applications and fake online accounts increasingly being used to target and manipulate young people.
“Our responsibility today is to draw closer to our children, to foster communication and build their trust, while equipping them with the awareness, confidence and capacity to make the right decisions,” he said.
Major Haikal added that research shows curiosity and peer pressure remain among the factors contributing to drug abuse cases. He stressed the importance of encouraging young people to develop self-awareness, confidence and the ability to reject harmful influences.
He further emphasised the role of strong families, open dialogue and emotional support as essential protective factors against drug-related risks.
Awareness programme
The National Campaign for Drug Enforcement is introducing a comprehensive awareness programme designed around the interests and communication styles of younger generations.
The initiative aims to promote accurate information, strengthen prevention as a first line of defence, and deliver positive messages that empower young people and families to recognise and respond to drug-related risks.
The campaign also encourages individuals who need support to seek assistance through the Hosn service at 80044, which connects the public with the National Drug Enforcement Authority while maintaining complete confidentiality and privacy.
Through the service, individuals can report concerns, request guidance, access consultations and receive support related to treatment and rehabilitation, with legal protection and exemption from criminal liability.
The launch event also revealed the Authority’s new visual identity, representing a new phase of institutional development focused on stronger prevention, wider partnerships and enhanced community awareness.
Community role
A discussion panel titled ‘The Socialisation Ecosystem’ was held during the event, featuring Dr Abdulrahman Sharaf Al Maamari, Director of the Hemaya International Centre at the General Department of Anti-Narcotics at Dubai Police; Dr Khalifa Al Suwaidi, Executive Director of Hamdan Bin Rashid Al Maktoum Foundation for Medical and Educational Sciences; Dr Mohammed Al Jneibi, Consultant Psychiatrist at the National Rehabilitation Centre in Abu Dhabi; and Dr Abdullah Al Khayat, Awareness and Prevention Advisor at the National Drug Enforcement Authority. The session was moderated by Mona Al Raeesi.
The discussion examined the role of families and educational institutions in creating strong protective environments for young people. Speakers highlighted the importance of developing resilience, improving communication and helping teenagers manage peer pressure and external influences.
The panel also explored medical and psychological perspectives behind youth vulnerability to drug abuse, including how families can recognise behavioural changes and respond effectively.
Speakers noted that youth development today requires more than traditional parenting approaches, with open conversations, emotional support and informed guidance becoming essential tools for helping young people make confident decisions.
The session also highlighted the importance of cooperation between media platforms, schools, specialised rehabilitation centres and government institutions in building a complete support ecosystem.
The National Campaign for Drug Enforcement continues to promote a united approach where awareness, prevention, treatment and community partnership work together to address drug-related challenges and protect the well-being of society.