In March, Melania held a meeting with executives from top social media and tech companies at the White House and said she understood why some were "skeptical" of her campaign against cyberbullying.
However, Trump will not land on just one issue affecting children, instead expanding the platform to include other keynote causes.
"As has been evidenced by the many events Mrs. Trump has participated in during her time as first lady, her focus will be the overall well-being of children", Grisham told CNN. Her focus on social media extends from her previous work during the 2016 campaign when she championed combatting cyber bullying as one of her first platforms as first lady.
"Mrs. Trump wishes to help the next generation by creating change through awareness on a variety of issues that affect children", she said.
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She has also spoken to children about dealing with negativity and self-esteem when she visited schools like a middle school in MI last October. Trump said the "Be Best" campaign will help to support families and children affected by the opioid epidemic, reduce the stigma of drug addiction across the country and bring awareness to programs and places now serving the issue like Lily's Place and the Cincinnati Children's hospital.
For Trump, who didn't move to the White House full-time until June of a year ago, settling on a definitive initiative has taken a relatively longer amount of time compared to some of her recent predecessors.
CNN speculates that the rise in the First Lady's numbers "could likely be due to the sympathy factor", going on to note "numerous salacious stories regarding alleged infidelities in the couple's marriage". "I have been criticized for my commitment to tackling this issue and I know that will continue". The initiative appears to focus primarily on helping kids build a strong foundation for the future, harnessing tools that can help them develop emotionally and socially so they can use be nice to themselves and others and make a positive use of social media.
"I feel strongly that as adults, we can and should "be best" at educating our children about the importance of a healthy and balanced life", Mrs. Trump said. Melania Trump has remained quiet, yet she has expressed examples of independence during this time. "But it will not stop me from doing what I know is right".
The first lady plans said she will travel as part of the initiative.