What’s Melania Trump’s “Be Best” campaign? How did this initiative aim to protect children while tackling major social issues?
Melania Trump launched her “Be Best” campaign in 2018, focusing on three main pillars: children’s well-being, online safety, and opioid abuse awareness. She worked to create safer digital spaces for youth while addressing substance abuse challenges affecting families.
Keep reading to discover how this ambitious initiative unfolded, including its achievements and the controversies it faced along the way.
Melania Trump’s “Be Best“ Campaign
Melania Trump’s “Be Best” campaign was launched on May 7, 2018, during her second year in the White House. The campaign focused on promoting children’s well-being and online safety and addressing opioid abuse. The initiative’s emphasis on cyberbullying reflected Melania’s experience with online harassment of her son Barron.
(Shortform note: Before launching her “Be Best” anti-cyberbullying campaign in 2018, Melania had confronted online harassment of her son. When a video suggesting Barron might be autistic circulated, shared by TV personality Rosie O’Donnell, Melania’s lawyers demanded its removal from the original uploader, explaining that his clapping and yawning were normal behavior for a tired 10-year-old. Separately, after Barron faced criticism on Inauguration Day, Chelsea Clinton, who understood firsthand the pressures of growing up in the White House, defended him on Facebook. Her post asserting Barron’s “right to be a kid” received over 136,000 reactions and 11,000 shares.)
As a part of the campaign, Melania engaged in discussions with tech giants such as Facebook, Google, Amazon, Snapchat, and Twitter to explore ways to enhance online safety and reduce cyberbullying. She also collaborated with organizations such as the Family Online Safety Institute and the National PTA Legislative Conference to broaden the campaign’s impact, focusing on educating parents and children about safe online practices and fostering a healthier digital environment for youth.
To tackle opioid abuse, the campaign focused on raising awareness about the epidemic’s impact on families. Melania visited organizations, such as infant recovery centers, and participated in discussions with addiction and recovery experts. These efforts aimed to reduce stigma and promote education on prevention and recovery.
(Shortform note: Critics argue that the broad scope of the “Be Best” campaign diluted its effectiveness. Despite Melania’s dedication, the initiative lacked targeted strategies or goals necessary to make a measurable impact. Strategic partnerships often fell short; for example, proposed collaborations with organizations like the National Safety Council didn’t develop into actionable plans due to lack of follow-through from the White House.)
In October 2018, Melania made a solo trip to Africa as part of her “Be Best” campaign, which focused on spotlighting global issues affecting women and children. In Ghana, she visited the Cape Coast Castle, a historical site significant for its role in the transatlantic slave trade, highlighting the importance of historical awareness and reflection. In Malawi, her visit to the overcrowded Chipala Primary School underscored the urgent need for more educational resources, aligning with her initiative’s emphasis on improving conditions for children. In Nairobi, Kenya, she spent time at the Sheldrick Wildlife Trust, where she visited baby elephants, drawing attention to regional conservation efforts and the importance of wildlife protection.
The “Be Best” campaign faced criticism for its name, as some questioned the clarity and grammar of the title, as well as perceived contradictions with President Trump’s contentious social media behavior, which often included insults and inflammatory language. Despite these challenges, Melania emphasized that the campaign was her priority, underscoring her commitment to promoting respectful communication and ensuring the safety of children.
(Shortform note: Many described the campaign as hypocritical, given that Trump’s behavior often contradicted its anti-bullying message. For example, Trump mocked a New York Times reporter with a disability and called journalist Mika Brzezinski “low IQ Crazy Mika.” Following backlash, Melania issued a statement emphasizing her independence and focus on promoting respectful communication among children. Her communications director, Stephanie Grisham, reiterated that Melania acted separately from her husband and aimed to impact children’s lives positively.)
After the White House
Transitioning to private life on January 20, 2021, Melania focused on furthering her interests beyond the White House. Grateful for her experiences as first lady, she says she embraced the opportunity to shift from policy-driven work to action-oriented initiatives, especially through “Fostering the Future,” a Be Best initiative. Funded primarily through Melania’s blockchain-based business ventures, the program aims to provide foster youth with skills for stable employment and financial independence by addressing challenges like low education attainment and high unemployment.
| Fostering the Future The status of “Fostering the Future” is unclear due to a lack of formal registration and financial transparency. The initiative functions under Melania’s platform without 501(c)(3) status, in collaboration with the Bradley Impact Fund to select charities supporting foster youth. It claims to use proceeds from Melania’s NFT sales for scholarships, though the specifics remain vague. One recipient, Michael Weitzman, was awarded his scholarship through a personal connection rather than a formal application process. The initiative isn’t registered as a charity in New York or Florida, prompting transparency concerns. As of October 2024, Melania continued to promote the initiative, asserting that students are enrolled across various colleges and expressing plans to expand the program if she returns to the White House. |
Exercise: Crafting Your First Lady Initiative
First ladies have the opportunity to champion causes about which they’re passionate, as Melania did with the Be Best campaign. Imagine you have recently stepped into the role of first lady or first gentleman, and you have a unique platform to address important issues and make a lasting impact on the nation. This exercise will help you define a signature cause that aligns with your passions and the country’s needs.
- Reflect on your personal experiences, skills, and interests. What issue or cause do you feel most passionate about? Why does this matter to you?
- Consider the current social and political climate in the United States. How does your chosen cause relate to pressing national needs or challenges?
- Outline three specific goals you would set for your initiative during your time as first lady or gentleman. How would you measure success?
- What potential challenges or criticisms might you face in pursuing this initiative? How would you address these concerns?
