The iconic blue characters of smurfs are leading a global campaign for that encourages children and grownups everywhere to “Speak Up” for a better world.

The campaign is part part of the United Nations (UN) ActNow effort for the Sustainable Development Goals (SDGs) and aims to empower individuals, especially children, to speak out and take action in their communities.

Teaming up with the UN Children’s Fund (UNICEF) and Paramount Pictures, the eight-week digital campaign – launched in June – draws on the enduring popularity of the beloved Smurfs to encourage young people – along with their parents and caregivers – to raise their voices on issues that matter to them.

The videos, produced in multiple formats, direct viewers to a dedicated “Speak Up with the Smurfs” section on the ActNow platform, which offers child-friendly tools and resources.

To smurf things up a bit – campaign invites everyone to “smurf their voice” and help smurf a brighter future, one action at a time. Whether you’re five or fifty-five, there’s always a way to smurf positive change.

In Smurf-speak, “smurf” can mean just about anything – noun, verb, or adjective – but the message here is clear: smurf your voice, smurf your rights, smurf the future.

UNICEF’s involvement centers on ensuring the message reaches children everywhere – and that they are equipped to participate meaningfully in decisions affecting their lives.

The campaign is being promoted across Paramount Global’s platforms – including CBS, MTV, Nickelodeon, BET, Comedy Central, streaming services like Paramount+ and Pluto TV, and the free-to-air network Net 10 in Australia.

Smurf-themed content will also light up Times Square in New York City and appear in markets across Europe, Latin America and Asia.

Content is available in over a dozen languages, including Arabic, French, Spanish, Hindi, Kiswahili, and Japanese, to ensure broad accessibility.