Government of Dubai Media Office – Erada Center for Treatment and Rehabilitation (Erada) had launched its ‘Masmooh’ Campaign, an initiative that aims to educate the community about the nature of the disease of addiction and promote greater understanding of the role of forgiveness in helping addicts recover. The campaign is organised as part of the Year of Tolerance announced by President His Highness Sheikh Khalifa bin Zayed Al Nahyan and in line with the call of Vice President and Prime Minister of the UAE and Ruler of Dubai His Highness Sheikh Mohammed bin Rashid Al Maktoum to government departments to promote the value of tolerance within the community.
Chairman of Erada Rehabilitation Centre Dr. Abdulqader Al Khayyat said the ‘Masmooh’ campaign seeks to promote forgiveness in society in order to help rehabilitate addicts. He said the initiative offers a new approach based on the ideal of tolerance to help addicts recover, reintegrate them into their communities and give them a sense of hope. He added that people should start dealing with addiction as a disease and not a crime. He stressed the importance of giving recovering addicts a new opportunity to become active members of the community.
Dr. Al Khayyat further said: “The initiative also aims to spread positive energy among the families and communities that the recovering addicts belong to by educating them about the best ways to engage with and assist victims of this disease.”
The campaign has a three-pronged strategy to support the recovery of addicts and reintegrate them into the community.
The first focuses on changing the family's perception of addiction so that they recognise it as a disease. With the help of specialists in this field, the campaign aims to change the attitudes of family members towards the recovering addict, build his confidence, support him during the treatment and provide the environment necessary to facilitate his complete recovery.
The second strategy focuses on helping the recovering addict become a productive member of society. The campaign seeks to open communication channels between the recovering addict and various stakeholders in society and encourage all organisations to offer employment opportunities for them.
The third strategy focuses on educating the community about the nature of the disease of addiction and promoting forgiveness for addicts who are willing to be treated.
While the ‘Masmooh’ campaign seeks to reach out to the entire society, it is particularly targeted at the families of recovering addicts and stakeholders that play a significant role in supporting the recovering addict’s rehabilitation, his reintegration into society and acceptance in the workplace and other areas of life.
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