Dubai launches Mental Wealth awareness campaign on World Mental Health Day

The Dubai Health Authority (DHA) has launched Mental Wealth Dubai, a mental health awareness initiative as part of its broader Mental Wealth Strategy.

“What mental wealth means for us is enabling every person in the community to fulfill their potential,” said Dr. Farah Yehia, Senior Manager in Health Industry Consulting at PwC. “So not only to be able to get through the day, but be at their optimal functionality, their optimal well-being, which will ultimately result in improved social well-being and economic productivity on the whole.”

The DHA will host a two-day mental health event, free and open to the public, on Friday, Oct. 11, from 3 to 7 p.m., and Saturday, Oct. 12, from 2 to 6 p.m. Attendees do not need to register and can participate in workshops and interactive sessions.

The campaign is the first of 10 initiatives to be announced since the Mental Wealth Strategy was announced in July. Dr. Hend Alawadhi, Head of Health Promotion & Education at the DHA, emphasized the significance of starting on World Mental Health Day, saying, “ We wanted to have a special day to start with.”

“But it's not going to be just one day. It's not going to be just one month. We would like it to be ongoing for the coming five years.” she added.

In July, the Dubai government allocated AED 105 million ($28 million) for the Mental Wellness Strategy. It is projected that Dubai could save around AED 213 million over the next five years if the initiatives lead to at least an 11% improvement in attitudes toward mental health. The strategy also aims to elevate the UAE’s global mental health ranking from 22nd to the top 10 within five years.

Dr. Farah Yehia, Senior Manager in Health Industry Consulting at PwC speaks at an event announcing the Mental Wealth Dubai awareness campaign.Tamanna Sajeed

Campaign details

Dr. Yehia explained that the Mental Wealth Dubai awareness campaign will focus on prevention and early intervention. The initiative will roll out mental health first aid training for educators, parents, and community leaders, helping them recognize early signs of mental health issues.

Anti-stigma campaigns target specific demographics, aiming to raise awareness and encourage people to seek help. These target groups include:

• Women
• Children, teens, and young people
• The elderly
• People of determination
• People with chronic illnesses
• Working professionals

The Strategy also includes community activities designed to promote mental health literacy and encourage open discussions about mental well-being.

Technology will play a significant role in the strategy. “We are working hard on promoting self-help apps, trying to integrate it within existing DHA apps, to be able to provide support at the touch of the button within your phone,” said Dr. Yehia.

“A big one that is coming down the line, is trying to take it one step forward and use the latest cutting edge technologies, use AI in order to be able to have systematic and efficient screening of mental health issues before they become worse,” she added.

Dignitaries pose at an event announcing the Mental Wealth Dubai awareness campaign.Supplied

Yehia noted that the UAE's mental health services are currently below global benchmarks, highlighting the need for more resources and personnel. To address the shortage of mental health professionals, the strategy aims to double the workforce through education and training, as well as increase the availability of psychiatric beds.

The Mental Wealth Strategy also plans to integrate mental health care into primary care settings to make services more accessible, though coverage will depend on individual insurance plans.

“It's a comprehensive plan to begin with,” said Dr. Alawadhi. “So definitely there will be some sort of initiatives for the insurance part as well.”

The Mental Wealth Strategy aligns with the Dubai Social Agenda 33, a broader plan to make Dubai the world’s best destination for living, working, and visiting.