The “Pledge and Commitment” initiative was launched by Sheikh Nahyan bin Mubarak Al Nahyan, the UAE’s minister of tolerance and coexistence, and later opened to the public through a dedicated website.
According to UAE media, the campaign began at an event in Abu Dhabi attended by more than 4,800 people, including citizens, residents, students, investors, academics, business leaders and community representatives.
The pledge asks participants to declare: “Hand in hand, we, the citizens and residents of this blessed land, pledge our loyalty and allegiance to our wise leader, His Highness Sheikh Mohamed bin Zayed Al Nahyan.” It describes Sheikh Mohamed as embodying the UAE’s “honour and dignity” and as a leader who provides “security and safety”.
Those who sign the pledge online are asked to provide their name and email address and receive a digital certificate of appreciation which can be downloaded and shared.
UAE media reported that the campaign will continue through companies, universities, organisations, a multilingual online platform and community events. Officials have framed the initiative as an effort to strengthen national identity, coexistence and civic responsibility, while expressing gratitude for the UAE’s stability and development.
The campaign comes at a time of heightened regional tension, with the UAE navigating the political fallout of Israel’s war on Gaza, wider instability across the Middle East and growing scrutiny of Arab states which normalised relations with Israel under the Abraham Accords.
The National also linked the campaign to a broader public display of patriotism following what it described as Iran’s attack on the UAE on 28 February, after which residents were encouraged to fly the national flag outside homes and offices.
The launch of a public loyalty pledge has prompted questions over its timing. Analysts and observers are likely to examine whether the initiative reflects an effort by Abu Dhabi to reinforce national cohesion at a moment when Gulf states face pressure from regional conflict, public anger over Israel’s assault on Gaza and uncertainty over the future direction their country.
The UAE has long promoted itself as a model of stability, prosperity and tolerance. At the same time, its regional policies have drawn criticism, including over its normalisation with Israel, its role in Yemen and Sudan and its security ties with Washington.
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