DUBAI, United Arab Emirates — The UAE has launched a new programme aimed at developing content creators who can produce responsible digital content focused on family values, social wellbeing and national identity.
The Family Content Creators programme was introduced by the Ministry of Family in partnership with the New Media Academy, with the goal of helping influencers build stronger storytelling skills while promoting positive online engagement.
The initiative comes as social media continues to play a growing role in shaping public conversations, particularly among younger audiences and families.
UAE Minister of Family Sana bint Mohammed Suhail said strengthening families remains central to the country’s social development priorities.
“The UAE firmly believes that the family is the cornerstone of society, and investing in its stability and cohesion is an investment in the nation’s future,” she said.
She added that creators need the skills and awareness to produce digital content that supports families, encourages constructive discussions and reflects the values of UAE society.
Training programme includes two phases
The programme will begin with a four-week intensive training course involving 62 participants selected from more than 500 applicants.
Participants will take part in practical sessions covering scriptwriting, storytelling, photography, video editing, publishing strategies, platform management and digital analytics.
The training also includes topics related to family wellbeing, social responsibility and community awareness, combining creative skills with values-based content development.
Following the first phase, 13 participants will be selected for a seven-month incubation programme.
During this stage, participants will receive individual mentorship from New Media Academy specialists to help refine their creative direction, develop content strategies and build sustainable digital identities.
Diverse group of creators
Organisers said the programme brings together creators from different backgrounds, including parents sharing family experiences, young people producing content for their peers and professionals working in fields connected to family wellbeing.
The selected participants include specialists such as paediatricians, teachers, social workers, family lawyers, professionals supporting People of Determination and experts involved in government social initiatives.
Officials said the diversity of participants is intended to create a wider range of perspectives and ensure family-related topics are represented through different voices.
The programme aims to equip creators with modern digital tools while encouraging content that can positively influence online conversations and promote stronger communities.
As digital platforms continue expanding their influence, the UAE has increasingly focused on developing responsible online ecosystems through education, training and awareness initiatives.
Further stages of the programme are expected to focus on mentoring creators and supporting the development of family-centred digital content across social platforms.
