Over the past couple of days, SOS Children's Villages have teased social media users in the region with the hashtag: #HappyNoMothersDay.
The campaign was launched in a bid to reveal that Monday was actually World Orphans Day.
The objective of the controversial campaign was to create more awareness about the day and about the work of SOS Villages.
Though its latest hashtag caught on with thousands of Twitter users, some were left feeling perplexed by it.
@RemieANehme tweeted: "I've heard of Mother's Day, but never heard of #HappyNoMothersDay. Are mums losing momentum now?! Too soon for me!" With more than 153 million children around the world left orphaned - and the current crisis in Syria sparking a surge in the number of children left orphaned or at risk of being orphaned - SOS Villages provides motherly care, love and protection for these children in need.
Running more than 2,100 programmes that cater to 2.2 million children and adults in 134 countries, it also house more than 82,000 children and youth, worldwide. With its Gulf Area Office opening in Dubai earlier this year, today, it houses 25 villages in nine Mena countries.
A representative from SOS Children's Villages Gulf Area office said this latest campaign was put in place to help garner the support of the community to further create awareness about this subject and "help fewer children feel like orphans tomorrow".
And what better way to reach out to the community that through social media, she said.
Though the hashtag hadn't quite reached trending status on Twitter on Monday, it had caught the attention of people around the region that Monday actually represented World Orphans Day.
Tunisia-based @bedis_ba tweeted: "Leave (the) roses and perfumes behind, #HappyNoMothersDay is coming".
Attached to his tweet was a picture, which directed viewers to a video where orphans from around the world were heard saying: "Today is the day we actually don't celebrate mothers."
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