The Maldives is set to officially inaugurate the National Respect Campaign this evening, marking the beginning of a five-year nationwide initiative introduced by President Dr Mohamed Muizzu to promote mutual respect, courtesy, good character and social responsibility across Maldivian society.
The campaign, officially known in Dhivehi as “Ih’thiraam Adhaa Kurumuge Qaumee Mash’roo’u”, will be launched at a special ceremony on Saturday evening, with President Muizzu expected to lead the initiative.
Organised under the Ministry of Arts, Culture and Heritage, the programme is designed to reach every inhabited island in the Maldives, encouraging individuals, families, educational institutions, workplaces and communities to contribute towards strengthening a culture of mutual respect.
The inauguration marks the transition from months of planning, public consultations and institutional preparations to the implementation of a national programme intended to encourage positive behavioural changes throughout society.
What Is the National Respect Campaign?
The National Respect Campaign is a government-led social development initiative aimed at reviving and strengthening values of courtesy, kindness, consideration for others and good character that have traditionally formed an important part of Maldivian society.
Unlike a single awareness event, the initiative is planned as a five-year national programme involving government institutions, schools, teachers, parents, community organisations and members of the public.
Its central objective is to encourage respectful behaviour in everyday life, including how people communicate, interact with others, fulfil their responsibilities and treat individuals within their communities.
The programme also seeks to strengthen social relationships by encouraging greater understanding between generations, promoting courtesy in public spaces and reinforcing values associated with Maldivian culture and Islamic traditions.
For the public, the initiative is intended to serve as a reminder that respect extends beyond formal gestures or expressions of politeness. It also involves listening to others, recognising their dignity, demonstrating consideration and taking responsibility for one’s behaviour.
The government has indicated that activities will be conducted throughout the country, with participation expected from institutions and communities across all inhabited islands.
National Inauguration and Ceremony
The official inauguration is scheduled for the evening of Saturday, November 14, 07:45pm at Male’ Track area, with President Muizzu expected to lead the national launch.
The Ministry of Arts, Culture and Heritage has coordinated preparations for the ceremony, including arrangements for the event and participation by relevant government institutions..
The occasion will also mark the commencement of the five-year implementation period, during which the government intends to introduce programmes and activities aimed at promoting respectful conduct.
Minister of Arts, Culture and Heritage Heena Waleed has indicated that preparations include workshops, specialised educational modules and other programmes developed with input from experts. These are intended to support the campaign’s wider objectives and encourage participation from different sections of society.
The government has also decided to designate an annual National Respect Day, providing an occasion to recognise the importance of mutual respect and reinforce the campaign’s message at the national level.
How the Campaign Began
President Muizzu first announced plans for a nationwide initiative to revive respect in October 2025, while addressing residents of Mahibadhoo during a visit to South Ari Atoll.
The President expressed concern about the weakening of traditional values of courtesy and consideration within society and emphasised the importance of strengthening mutual respect as part of national development.
The proposal subsequently progressed through government consultations before receiving Cabinet approval in September 2026.
At its meeting on September 6, the Cabinet considered a paper submitted by the Ministry of Arts, Culture and Heritage and approved measures relating to the campaign’s implementation.
The government later announced that the initiative would run for five years and be supported by a national coordinating structure responsible for providing guidance and oversight.
President Muizzu has also emphasised that the success of the programme depends on collective participation, calling on Maldivians to support efforts to strengthen respect and national values regardless of political differences.
Minister Heena Waleed Highlights Human Development
Ahead of today’s inauguration, Minister Heena Waleed connected the National Respect Campaign to the administration’s wider development policies, highlighting the importance of developing people alongside physical infrastructure.
Speaking about the government’s approach, the Minister stated:
“President Dr Mohamed Muizzu’s policies are founded on infrastructure development and human development. As part of human development, the National Initiative to Revive National Identity was launched with the aim of nurturing minds deeply rooted in a sense of patriotism, and that work is currently underway. Furthermore, preparations are underway to officially inaugurate the National Respect Campaign on the evening of this coming Saturday.”
Her remarks highlight two separate but related initiatives: the ongoing National Initiative to Revive National Identity and the National Respect Campaign being inaugurated today.
Both form part of the administration’s stated efforts to strengthen social values, national identity and the role of individuals in contributing to the country’s development.
Government Institutions and Community Participation
Preparations for the campaign have involved cooperation between ministries, public institutions and community organisations.
A nine-member steering committee has been planned to provide strategic guidance and oversight. The committee will include representatives from relevant government ministries and Public Service Media.
As previously reported by Maldives Ledger, Minister Heena Waleed met with members of the Civil Service Commission on November 3 to discuss preparations for the national launch.
During the meeting, Civil Service Commission President Mohamed Mujthaz highlighted the importance of the initiative and discussed the commission’s potential contribution to its implementation.
Maldives Immigration has also joined the campaign, reflecting efforts to expand institutional participation and encourage respectful conduct across public services.
Schools, parents, teachers, associations and other community stakeholders are expected to play a role in bringing the campaign’s message into everyday life.
Public Participation in Selecting the Campaign Logo
The campaign’s preparations have also included a public competition to select its official logo.
The Ministry of Arts, Culture and Heritage opened submissions for the logo design, inviting eligible Maldivians, clubs and associations to develop a visual identity reflecting respect, compassion and national values.
The competition offered a cash prize of MVR 60,000 for the winning design.
Following the initial selection process, ten designs were shortlisted for public consideration before the competition advanced to five finalists.
Members of the public were invited to vote for their preferred designs through the PSM Air application, with the final voting period concluding ahead of the inauguration.
The winning design is expected to be unveiled as part of the campaign’s launch, establishing an official visual identity for the nationwide programme.
What Happens After Today’s Launch?
The inauguration will mark the beginning of a longer national effort rather than the conclusion of the campaign’s preparations.
Over the next five years, the government intends to introduce activities that encourage respect and responsible conduct across schools, workplaces, families and communities.
Minister Heena has previously expressed her hope that the initiative will become a lasting part of Maldivian society rather than ending after its initial five-year period.
The success of the campaign will depend on sustained participation from institutions and individuals, alongside the practical implementation of programmes that encourage respectful behaviour.
As the Maldives prepares for this evening’s inauguration, the National Respect Campaign represents an effort to place human development and social values alongside the country’s wider national development priorities.
Its central message is that strengthening society requires not only improvements in infrastructure and public services but also greater consideration, understanding and respect among the people who make up the nation.
