When a promise becomes a lifeline for children

Children today are growing up in a world marked by extraordinary uncertainty. Conflict, displacement, climate shocks, economic pressure and the erosion of basic services are affecting millions of children and families.
In 2026, Unicef, the UN agency for children, is appealing for $7.66 billion from supporters around the world to contribute to its humanitarian action for children, to reach 73 million children living through crises across 133 countries and territories.
Behind these numbers are children whose lives have been interrupted by circumstances beyond their control: a child forced from home, a child without safe water, a child whose school has closed, a child facing hunger or loss.
These challenges may be global, but our responsibility to respond is shared.
Over the past decades, the world has shown that progress for children is possible when people and institutions come together with a shared purpose. More children survive, learn, are protected and have opportunities today because governments, communities, businesses, philanthropists and individuals chose to act together.
No single organisation, government, or donor can meet the scale of today’s challenges alone. Transformative partnerships are not an “optional extra”; they are how lasting change happens.
The nature of partnership is also changing. Around the world, businesses and philanthropists are increasingly looking beyond traditional giving towards deeper and more strategic engagement.
They want to understand the problem, contribute to meaningful solutions and see measurable results. Some provide resources. Others bring innovation, influence, networks, expertise, or the ability to convene others. Each role matters.
This is especially important when we speak about children. Investing in children is one of the most powerful investments any society can make.
A child’s health, nutrition, education, protection and early development shape not only their own future, but the future of families, communities and entire nations. When children are given the chance to survive, heal, learn and grow, the benefits extend across generations.
What I learned from my brief yet inspiring visit to Oman in early June is that this understanding is deeply rooted in a culture of generosity, responsibility and care for others.
For nearly 55 years, Unicef and the Sultanate of Oman have worked together in support of children’s rights and wellbeing.
This partnership has accompanied Oman’s own remarkable progress in health, education, social protection and child wellbeing; and reflects values that are deeply regarded in Omani society: generosity, responsibility, solidarity and care for others.
Oman’s commitment to children, led by the government and sustained over decades, reflects the kind of long-term vision that Unicef works to support in countries around the world.
These values are also at the heart of Unicef Oman’s “Wa’ad” (Promise) Campaign, which is done with local partners. In Oman, a promise carries meaning. It is sincere. It is not given lightly.
It reflects trust, responsibility and a commitment to stand by one’s word. With Unicef, that promise can travel beyond our immediate world and become action for children who need it most.
A promise with Unicef is not symbolic only. It can help provide safe water, therapeutic food, shelter, warm clothing, education supplies, hygiene kits, protection services and cash assistance for children and families facing hunger, displacement and loss.
What may seem like a simple promise becomes precious when it reaches a child in crisis. It becomes a lifeline, a source of hope and a reminder that they have not been forgotten.
For those who make a promise, the Promise bracelet becomes a quiet reminder of the impact they can make, a symbol of compassion translated into action.
Through Unicef Oman’s Promise Campaign, that commitment becomes part of a wider movement, turning sincerity into support and support into hope for every child; learn more on the Unicef Oman Website and Instagram page. When we keep our promise to children, we help protect not only their present, but their possibility.

The writer is UNICEF Global Director of Private Fundraising and Partnerships