President Dr Mohamed Muizzu has launched the national Ihthiraam campaign, describing it as an important journey of nation-building.
The government-led campaign aims to revive the noble value of respect for one another in Maldivian society, and to strengthen Maldivian national identity.
The President officially launched the campaign tonight at a colourful ceremony held at Maafannu Track in Malé, attended by First Lady Sajidha Mohamed.
In his speech, the President said the gathering was held for a noble purpose and carried a responsibility that touches people’s hearts. He said the campaign is an important reminder of the virtue of respecting one another, a deep human value that needs to be revived in the hearts and conscience of Maldivians.
“In every human society, there are special qualities that show its national identity. There are meaningful signs that show the level of its human morals. Among the most visible of these signs is the quality of respect found among its people,” the President said.
He said that in Islam, humans are created as the noblest of all creation, and that this must be reflected in people’s actions and character. He said a culture of respect must be strengthened within families, in friendships and across society, and that keeping respect alive in every task, responsibility and interaction is what brings a nation’s prosperity and happiness.
Recalling his first address on taking office on 17 November 2023, the President said his aim is to bring two kinds of development to the Maldives. One is the visible, physical development of infrastructure, and the other is human, intellectual and spiritual development.
“In other words, building the land and building the nation. Constructing on Maldivian soil and building the minds of Maldivians. Raising the Maldivian mind to a new level of civilisation, founded on Islamic principles,” the President said, describing this as true, all-round development.
He said he remains firmly committed to fulfilling that promise to the people, and urged everyone to make the best use of the campaign to bring new life to Maldivian identity.
Minister of Arts, Culture and Heritage Heena Waleed gave a special presentation on the campaign. She said it is the biggest initiative a Maldivian leader has started to build people.
The campaign’s official logo, slogan and theme song were also unveiled at the ceremony, along with a launch video. The event ended with a fireworks display.
President Muizzu first announced the national campaign on 9 July this year. He has said Maldivians have always respected one another with love, kindness and smiles, but that this quality has been largely lost in recent years amid the political climate.
The Ministry of Arts, Culture and Heritage said the campaign will bring together professionals from different fields and people of all ages across society.
