UNESCO Launches Fit for Life Campaign


UNESCO Launches Fit for Life Campaign

15 November 2021

UNESCO’s new campaign Fit for Life is a new sport-based flagship designed to tackle contemporary challenges such as physical inactivity, mental health issues and inequality to foster peaceful, inclusive and resilient societies. It aims to accelerate COVID-19 recovery and enhance the wellbeing of people, and of youth in particular, through smart evidence-based investments in sports, as well as an integrated action from policy to practice. 


The Flagship, led by UNESCO’s Social and Human Sciences Programme, has five interlinked objectives:

  • Increase grassroots participation in sport and quality PE to reduce inactivity and chronic disease (physical and mental)
  • Support the development of quality and inclusive sport policies which drive health, education and equality outcomes
  • Use values education through sport to empower young people, promote equality and build socio-emotional resilience
  • Support teachers and coaches to deliver quality, student-centred sport education curricula 
  • Build evidence to support targeted investments in sport as an accelerator of COVID-19 recovery

For the month of November, as part of the Fit for Life flagship, UNESCO has launched a one-month visibility and engagement campaign to promote equality, empowerment, inclusion in and through sport. The campaign calls for partners and activists from sport, education, health, youth, and equality ecosystems to mobilise around a common theme: powering equality in and through sport.

Get Involved!

Much like Fit for Life, which unites partners to promote integrated and inclusive development through sport, this visibility and engagement campaign is an opportunity to join forces and promote sport as a high-yield investment to “build back better”. 

There are two ways you can get involved:

  • Social media campaign: 1 - 30 November 2021

    Content can be presented through quotes, photos, short videos, GIFs, testimonies, and statistics. Call on your communities and ambassadors to engage in the social media campaign by posting content which promotes the link between sport and equality outcomes, with reference to the key messages proposed below. The online visibility campaign will be coordinated by UNESCO and all partners invited to use common hashtags to ensure coherence and increase online imprints: #Fit4Life #Move4Equality
  • Photo contest: 15 October - 30 November 2021

    To celebrate the launch of the Social and Human Science Sector’s new sport-based flagship, Fit for Life, UNESCO is organizing a photo contest to promote equality, empowerment and inclusion through sport. Anyone aged from 18 to 35 years old can participate by submitting a photo or a portfolio of photos (5 maximum), showcasing sport as an engine for equality, empowerment, and/or inclusion. Find out more here.