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As part of the ‘Mubadara’ campaign for community partnership, female students from the Department of Mass Communications in the Faculty of Humanities and Social Sciences at UAEU organized a ‘Basma’ campaign to build bridges with people with special needs. This was carried out in cooperation with the Zayed Higher Organization for Humanitarian Care and Special Needs. The campaign was launched with a series of events and visits to children with special needs at schools and care centers. The campaign also raised consciousness around the university.

Dr. Badreya Al Jenaibi, Associate Professor in the Department of Mass Communications, and the supervisor of this initiative, stressed that this campaign originated in the teachings of Islam. The campaign is humanitarian and involves social and recreational activities for people with special needs. Such people are an integral and instrumental part of society. In addition to raising awareness and promoting a culture of coexistence for people with special needs, such people in the UAE receives high standards of care and attention.

Dr. Al Jenaibi noted the contribution of the students and their role in implementing these programs in schools such as the Ahmed Bin Zayed School where Safya Al Ameri and Khayrat Al Mazrouei produced poster displays and leaflets concerning the campaign and also showed a video about the activities of the Zayed Centre for Humanitarian Care. This video covered its role in providing high quality care and attention for people with special needs, and showed how people with special needs are encouraged to build their life skills and develop their personalities.