The UAE has launched its biggest anti-drug campaign in years. However, this one does not lead with law enforcement. It leads with parents. The UAE Government Media Office in partnership with the National Drug Enforcement Authority (NDEA) officially kicked off the National Campaign for Drug Enforcement with the theme United as One to Eradicate the Threat.
The launch took place at a special event at Creators HQ in Dubai on June 26th, International Day Against Drug Abuse and Illicit Trafficking. The campaign is an alliance of government, schools, media and digital producers with a single message. Because, drug protection is not someone else’s responsibility.
Anti-Drug Campaign: Three Pillars, One Goal
Major Fahad Abdullah Haikal, spokesperson for the National Drug Enforcement Authority, explained that the anti-drug campaign rests on three pillars. The first is the family as the first line of defence. The second is young people. The third is the school and educational system.
That ordering is deliberate. The family comes before the school, and the school comes before the street. The campaign’s logic is that early intervention in familiar, trusted spaces is more effective than any enforcement effort that happens after the fact.
Why the Family Comes First
Police point out that laws and policing are robust. But the first and most important line of defence against drug abuse will not be on the street. It will be at home. Although signs of drug use aren’t always associated with the family. Moreover, experts emphasize that warning signs are typically observed first by the family. These include withdrawal, mood changes or even sudden behavioural shifts.
In addition, the campaign reminds parents to be empathetic and open with their children. Their response to addiction should be something other than stigma or silence; it is a health concern that needs to be addressed. Family relationships, regular contact and emotional security are also found to be important factors in the prevention of youth substance abuse.
This message takes on a new twist in the digital realm. A major thrust of the initiative is to encourage protection of young people in the new digital age. Noting that the drug traffickers are targeting and manipulating youth via social media and gaming apps and fake online accounts. In fact, it is now more important than ever that parents are aware of what their children do online and whose children they are connected with online.
A New Authority With a Wide Brief
The National Drug Enforcement Authority was established in August 2025. It was an independent federal entity chaired by Sheikh Zayed bin Hamad bin Hamdan Al Nahyan. The Authority is responsible for developing and implementing anti-drug campaign, policies, legislation, and strategies. While they also track and dismantle drug trafficking networks.
Major Haikal described the Authority’s approach as integrated rather than purely punitive. “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 said. He stressed that the Authority aims to make individuals across all parts of society into active partners in community protection.
Anti-Drug Campaign: From Mosques to Creators HQ
This anti-drug campaign is designed to have a wide reach. The Friday Sermon on June 26 was dedicated to the harmful effects of drug abuse in mosques all over the UAE. The sermon, entitled The Scourge of Drugs, was aimed at the need for everyone to take responsibility for preventing drug abuse. Also at reminding members of the congregation that each of them is responsible for those who are under their care.
The Authority also hosted its launch event at Writers’ and Artists’ HQ, a space dedicated to digital content and youth culture, that same day. The two settings at opposite ends of the cultural spectrum embody the campaign’s goal of attempting to attract all types of audiences at one time.
Health First, Not Headlines
This theme has been used for a nationwide campaign, indicating that this will be a whole of society approach, with communities, schools, mosques and the media playing active roles in raising awareness of the risks associated with drug abuse.
It is commendable that the UAE’s approach is progressive and humane, viewing addiction as a public health problem instead of a criminal one and addressing dealers and traffickers as well.
Ultimately, the message behind United as One to Eradicate the Threat is simple. The first person who can stop drug abuse from entering a young person’s life is usually someone sitting at the dinner table with them. The UAE is now asking families to understand that, take it seriously, and act on it.
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