MetLife and Global Citizen Initiate Global Youth Challenge

MetLife, in collaboration with the international advocacy group Global Citizen, has officially launched a social media-driven campaign titled ‘Footwork for Futures’. The initiative seeks to empower children and young people by promoting physical activity and confidence through a unique combination of education and sport. By leveraging digital connectivity, the programme aims to mobilise global citizens to support educational and athletic infrastructure, particularly within developing regions.

Operational Framework of the Challenge

The ‘Footwork for Futures’ challenge encourages individuals worldwide to participate in a simple yet impactful digital relay. Participants are required to record a short video of themselves performing or attempting to perform football juggling—the act of keeping a ball in the air using one’s feet or head. To validate the entry, participants must share the footage on major social media networks, including Facebook, Instagram, LinkedIn, TikTok, or X (formerly Twitter), using the official hashtag #FootworkForFutures.

For every verified video posted, MetLife has committed to contributing $5 to the FIFA Global Citizen Education Fund. The corporation has set a maximum donation target of $100,000 for this specific challenge. These funds are earmarked for distribution to various international organisations dedicated to improving children’s access to academic resources and organised sports.

Campaign Parameters and Financial Overview

The table below provides a comprehensive summary of the project’s timeline and financial commitments:

Corporate Responsibility and Inclusion

This initiative is a fundamental part of the MetLife Foundation’s wider philanthropic strategy. The Foundation has previously pledged a total of $9 million to the FIFA Global Citizen Education Fund, supporting large-scale educational and sports-centric programmes on a global level.

Ala Ahmad, the Chief Executive Officer of MetLife Bangladesh, highlighted the inclusive nature of the campaign, stating that football’s ability to unite people becomes particularly potent when linked to educational outcomes. He emphasised that the challenge is accessible to all, regardless of athletic ability, allowing citizens in Bangladesh and across the world to contribute to a significant global cause through a communal digital platform.

The programme is scheduled to run from 12 May until 19 July 2026, or until the financial target is achieved. Participants must ensure their submissions comply with the safety standards and terms of service of the relevant social media platforms. Global Citizen reserves the right to disqualify any content that does not demonstrate a safe attempt at the juggling task or fails to meet the campaign’s eligibility criteria.