Muscat – The Ministry of Social Development (MoSD) on Sunday launched a nationwide media awareness campaign aimed at strengthening family cohesion and addressing emerging social and digital challenges.

The four-month campaign, titled ‘A Missing Part’, is being implemented in partnership with several government entities, including the Ministry of Information; the Ministry of Transport, Communications and Information Technology’ the Ministry of Education; the Ministry of Health; the Ministry of Endowments and Religious Affairs; the Ministry of Justice and Legal Affairs; the Government Communication Center; the Youth Center; the Public Prosecution, and Unicef Oman.

The initiative seeks to unify awareness messaging and enhance institutional readiness to respond to evolving social issues, particularly those linked to digital transformation.

Fatima bint Hilal Al Rajhi, Director of the Communication and Media Department at MoSD, said the campaign aligns with national efforts to reinforce the role of the family in instilling values and ensuring social stability.

She noted that rapid digital developments have contributed to a widening generation gap and increased children’s exposure to online risks, including harmful content and cyber threats.

Al Rajhi said the campaign will utilise a mix of traditional and digital media platforms to deliver targeted awareness messages across all segments of society.

The launch coincides with the summer holiday period, when children’s use of electronic devices typically increases, heightening exposure to potential risks.

She said the campaign’s title reflects the absence of parental guidance and dialogue within families, which can leave children vulnerable and affect overall family stability.

The campaign focuses on promoting effective communication within households and equipping families with the tools to address digital challenges. Key topics include domestic violence, cyber extortion and online harassment.

Planned activities include social media campaigns in collaboration with influencers, field initiatives, digital advertisements, and radio and television programmes.

The campaign will continue until August, with the ministry aiming to strengthen family engagement and promote a safe and supportive environment for ldren.