A campaign aimed at encouraging Maldivians to give and earn respect, initiated by Public Service Media (PSM), has been launched by First Lady Fathimath Ibrahim.

Speaking at the inauguration ceremony held at Television Maldives (TVM) on Thursday afternoon, Managing Director of PSM Ibrahim Khaleel said that the campaign follows President Abdulla Yameen Abdul Gayoom’s recent plea to instil respect in the society.

In a statement issued on the occasion of International Human Rights Day on 10 December 2015, President Yameen said that in order to enforce human rights, Maldives needs to cultivate a culture of respect for the rights and responsibilities of the state, individuals, and the society.

The nation-wide campaign will be implemented via social media and by seeking participation from island councils, government offices, and NGOs across the country.

“Respect” has been endorsed by Ministry of Tourism, Ministry of Economic Development, and national airline Maldivian.