United Arab Emirates, Sharjah: Child Friendly Musical Video

The project consists of a musical video production (a song) to mark the first anniversary of Sharjah being named a Child-Friendly City. The song demonstrates Sharjah’s achievements as a CFC and how every child and young person is valued, respected and treated fairly. The song highlights several of Sharjah’s leading child and family-friendly destinations and the various activities dedicated for children. From the lyrics to the cast, film shooting and production, every element of the video contains messages about a friendly and equitable city for children. Three elements defined the strategy and implementation of the video launch – social media, TV and traditional media. The video continues to be viewed on YouTube & other social media channels. It has also been showcased at workshops and discussion sessions with children to help them understand the concept of a Child-Friendly Sharjah and how the city provides their rights as children. The song reflects the CFCI principle of non-discrimination, respect the views of the child, and Sharjah’s responsiveness to educating all children about their rights, and making sure they are aware of them. Hundreds of thousands of views, and hundreds of retweets and shares marked the results on social media, and wide acclaim from TV viewers, including a personal thank-you tweet by HH Sheikha Jawaher bint Mohammed Al Qasimi, wife of HH the Ruler of Sharjah. Inclusion of sign language and English subtitles helped reach many children, as well as having a popular child lead singer, catchy tunes, rhyming words, making the song a hit.