A UAE government newborn registration e-service has to date helped 8,000 families register their children in the UAE. The service, previously available in 35 hospitals across Abu Dhabi, Dubai, Sharjah, Ras Al Khaimah, and Umm Al Quwain, will now be extended to all the Emirates.

Mabrouk Ma Yak service sends parents of newborn children a text message asking them to name their child and upload a picture. Families are then offered the Mabrouk Ma Yak congratulatory package, which includes a birth certificate, identification card, and a complimentary set of Johnson’s baby products. Starting this year, parents will also receive a product from Johnson’s cottontouchTM range, which is specially designed to protect newborns’ skin.

Mabrouk Ma Yak was born from the UAE leadership’s commitment to facilitating access to government services for both the public and private sector. The service was developed with the support of the UAE Government Accelerators Initiative, in collaboration with key partners at the federal and local government level, including the Ministry of the Interior, the Dubai Health Authority, the Ministry of Finance, the Ministry of Health and Community Protection, the Smart UAE Government Initiative, the Intelligent Systems and Services Authority, and the Federal Authority for Identity and Citizenship.

Eng. Mohammed Al Zarooni, Director Policies and Programs Department at the Telecommunications Regulatory Authority commented: “The ‘Mabrouk Ma Yak’ service comes in line with the directives of the UAE Government to provide seamless integrated government services that are simple and can be availed anytime and anywhere. We are happy with the success and the feedback that we received from families in the UAE so far and we are positive about the value that the service will continue to bring to families around the UAE. We would like to thank our partners and especially Johnson’s for their continued support in driving this initiative forward.”

Commenting on Johnson’s involvement in the ‘Mabrouk Ma Yak’ service, Makis Kosmatos, Area Managing Director for Johnson & Johnson Africa Middle East and Turkey, added: “At Johnson’s we understand parenting and the complexity it brings to everyday life. We are honored to be part of this initiative in partnership with the responsible UAE government entities and we would like to thank all the participating Ministries for allowing us to provide families in the UAE a service that helps them de-clutter and simplify day-to-day tasks.”

 

Source: Memac Ogilvy