UNICEF Launches “Pass the Ball” Campaign in Support of Play and Mental Health

UNICEF and the Permanent Mission of the Republic of Tajikistan to the UN join forces to launch a social media challenge to raise awareness about mental health and the importance of play in physical and mental health of a child. The challenge will lead up to the UN Side Event on Mental Health & Football — UN Headquarters, New York, 17 July 2026, organized by the Permanent Mission of the Republic of Tajikistan to the UN, in collaboration with the Football Federation of Tajikistan (FFT) and UNICEF.

The goal of the campaign is to mobilize a global and regional social media relay that carries the message that inclusive play supports children's mental health and wellbeing. Every child has the right to play. Yet children and youth everywhere face challenges to their mental health and wellbeing — and adolescent girls and children with disabilities often face additional barriers to inclusion.

Sports, and Football in particular, are a natural common ground, where children learn important life lessons in a safe, playful environment.   When safe, inclusive and well-facilitated  it builds connection, resilience and self-esteem, and inclusive formats directly challenge the stigma that drives exclusion.

The Challenge: “Pass the Ball” Relay & Format

A simple three-step format Catch, Speak, Pass video-message carries one message from Dushanbe to the UN stage in New York:

• Catch — the participant catches a football thrown from off-camera.
• Message — a 5-10-second message on inclusion and children's mental health, ending with “Pass the ball. Join the challenge”
• Pass — the ball (and the challenge) is passed to the next nominated participant.

You can choose a message from the list below or use it as an inspiration for your own message.

Format:

• Vertical for reels and shorts on Instagram, YouTube, and Facebook.
• Horizontal for regular Facebook or YouTube videos.
• Full HD if you would like your video to be considered for the video compilation that will be screened in UN HQ in New York.

Language: The choice of language is optional. However, if it is any other language than English, Tajik, or Russian, please provide translation into English in the subtitles.

Tags: 1) UNICEF in Tajikistan on Instagram, Facebook, and LinkedIn. 2) whomever you pass the challenge on to.

Hashtags: #UnifiedPlay, #ҲамаДарфутбол  #AllInFootball

Key Messages

Core message: “Exclusion hurts a child's mental health. On the pitch, we play as one team.”

The messages below are for inspiration and missions are welcome to add their own messages in support of mental health and play for children.

• “Exclusion hurts a child’s wellbeing. On the pitch, we play as one team.”  
• “One ball, one team, - every child included – that’s the real win.” 
• “A child who feels included is a child who feels strong.” 
• Football belongs to every child. The moment you touch the ball, you belong.”
• “Play protects a child’s mind as much as it builds their skills.”  
• Football builds connection, confidence and resilience for every girl and boy.
• "Every child has the right to play. And every game helps us grow stronger."
• " Every child deserves a place on the team—and a place to belong. "
• “On the pitch, you support every member of the team. If you don’t, the whole team loses. Go for the win!”
• " Every girl. Every boy. Every child. One team.
• "When we play together, we grow together."
• "On the pitch, if you see someone down, you lift them up no matter what team they are on. And that is how it should be in life." 
• "Every goal starts with someone believing in you."
• "When every child plays, everyone wins."
• "It's okay to ask for a pass. It's okay to ask for help, too."
• "Strong players support each other. Strong communities do the same."
• "A simple pass can change a game. A kind word can change someone's day."
• "Sometimes the bravest move is asking someone to stand beside you."
• “And sometimes, the bravest move is standing beside someone.”
• Play brings joy. Joy helps children thrive.
• Every child deserves the joy of being part of the game.
• The strongest teams know every player matters.
• The best teams leave no one on the sidelines.