According to a statement issued by the Mohammed Bin Rashid Housing Establishment, the newly launched campaign encompasses a series of community and service-oriented initiatives aimed at customers living in its housing projects as well as its own employees throughout the summer months. These include awareness activities and guidance sessions on available housing services alongside interactive engagement opportunities that highlight the ease and flexibility of procedures. The establishment added that internal programs for staff seek to build greater participation and a stronger sense of belonging in the workplace. The campaign was introduced in direct support of national Year of the Family objectives.
The UAE designated 2026 as the Year of the Family under the tagline ‘Growing in Unity’, a move announced by President Sheikh Mohamed bin Zayed Al Nahyan to nurture closer family ties and support the development of future generations, Gulf News reported in January. This national platform encourages collective action to strengthen social cohesion and family stability across the country. In its statement, the housing establishment affirmed that its summer program reflects a commitment to both community engagement and service delivery while advancing these national goals. The body emphasised enhancing quality of life within its residential communities through the combined focus on awareness, service and participation.
Mohammed Bin Rashid Housing Establishment said the campaign aims to “provide impactful initiatives during the summer period that support customers and raise awareness of the services offered, while also enhancing a positive work environment for the Establishment’s employees.” The initiatives target practical improvements in customer experience by showcasing how residents can benefit from streamlined housing support options. Officials positioned the effort as part of ongoing work to integrate family-oriented programming into core operations.
The establishment further stated that the launch “reflects its commitment to strengthening its community role alongside its service-oriented role, in line with the objectives of the Year of the Family to support family stability and enhance social cohesion.” This aligns with broader UAE government priorities that have seen similar community campaigns rolled out across multiple sectors since the start of the year. Housing remains a central pillar for family well-being in Dubai, where demand for residential units continues to grow in step with population increases.
Recent housing projects backed by Dubai authorities have included approvals for developments valued at AED5.4 billion that will deliver more than 3,000 new homes to beneficiaries, a separate WAM report from earlier this year indicated. The Mohammed Bin Rashid Housing Establishment plays a key part in such efforts by managing allocations and services for eligible citizens. Its latest summer campaign builds on this foundation by addressing immediate seasonal needs while reinforcing long-term community ties. Employee-focused elements are expected to contribute to higher workplace satisfaction levels during the traditionally slower summer period.
By combining external outreach with internal activities, the establishment seeks to create an integrated experience that extends beyond standard service provision. The statement highlighted how such programs help maintain momentum on national family support themes throughout the year. Participation is open to all relevant stakeholders in the housing projects and among staff, with details available through official channels.
