• 90% of brain development occurs by age five, making the early years the foundation for every child’s future.

• The campaign encourages families to attend the activities happening during Abu Dhabi Early Childhood Week highlighting the vital role of the early years

Abu Dhabi, UAE- 4 November 2025: The Abu Dhabi Early Childhood Authority (ECA) has launched Their Early Years Matter Campaign, to raise awareness about the importance of the early years of life, from conception to the age of eight. The campaign emphasizes that these years are the foundation for every child’s lifelong health, learning, and wellbeing, and calls on families and the wider community to recognize the power of everyday moments in shaping the future of children and society.

The campaign serves as an educational initiative ahead of Abu Dhabi Early Childhood Week 2025, which will take place from 17 to 23 November 2025 under the theme “Together We Can Make Abu Dhabi a Family-Friendly Emirate.”. Families can visit www.adecweek.ae to explore more about the campaign and discover upcoming events and activities across the emirate.

The early years represent a unique window of opportunity when a child’s brain develops through rapid and dynamic growth, forming over one million new neural connections every second. These connections shape emotional wellbeing, attention, memory, and learning. By the age of five, about 90 percent of brain development is complete, and children can already recognize at least 10,000 words. This reflects the rapid growth in their vocabulary during this stage. It is a critical period for nurturing curiosity, creativity, and a lifelong love of learning. Research shows that investing in early childhood yields returns of up to 13 percent per year, with every dirham spent potentially saving up to 22.40 dirhams in future costs. When children grow up in environments filled with love, care, and safety, they develop emotional resilience and confidence. This lays the foundation for strong families and thriving communities.

Early childhood experiences also influence physical and mental health. Proper nutrition, responsive care, and safe environments play a decisive role in supporting lifelong physical and mental health, reducing the risk of chronic illness later in life. At the same time, the early years lay the groundwork for skills such as focus, adaptability, problem-solving, and cooperation, which are vital for success in school, relationships, and society.

H.E. Dr. Hessa Al Kaabi, Executive Director, Special Projects & Partnerships, ECA, said: “The early years are where every child’s journey begins and where the foundation of our collective future is built. Through this educational campaign, we aim to inspire parents, caregivers, and the wider community to recognize that by investing in the early years of a child, we are strengthening families, empowering communities, and securing a brighter future for Abu Dhabi.”            

ECA emphasizes that investing in the early years is not solely the responsibility of families, it is a shared societal commitment that calls for collaboration across government, private, and community sectors to create a nurturing and inclusive environment for every child. Through Abu Dhabi Early Childhood Week 2025, the Authority invites everyone to take part in the wide range of activities taking place across the emirate, celebrating children’s potential and highlighting that every moment spent with them makes a difference, and every experience we offer builds a brighter future for Abu Dhabi and its generations to come.