Global Citizen and MetLife put football at the heart of giving

MetLife and Global Citizen have launched Footwork for Futures, a global social media campaign using football to support children’s access to education and sports programmes worldwide.

The initiative invites people to share videos of themselves juggling, or attempting to juggle, a football on social media using the hashtag #FootworkForFutures. For every eligible video submitted, MetLife will donate $5 to the FIFA Global Citizen Education Fund, up to a total of $100,000.

Campaign links football content to fundraising

Participants can post videos on Instagram, LinkedIn, X, TikTok or Facebook, or upload content through the Global Citizen app. The campaign is open to people of all ages and skill levels.

The fundraising initiative follows a $9 million contribution from the MetLife Foundation, a founding donor of the FIFA Global Citizen Education Fund. The fund supports community organisations that provide educational and sports programmes for children worldwide.

MetLife and Global Citizen said the campaign aims to use the visibility of the FIFA World Cup 2026™ to increase awareness and support for local organisations working with young people.

MetLife focuses on community impact

Nuria Garcia, Global Head of Sustainability, MetLife and Chair, MetLife Foundation: “The FIFA Global Citizen Education Fund demonstrates what can be achieved when the universal love of football is combined with the power of education to strengthen our communities. Footwork for Futures makes this mission fun, hands-on, and accessible. Every video submitted is a significant step toward building a brighter future for young people around the world.”

The organizations said the campaign is intended to help community groups expand educational opportunities and sports access, while supporting confidence-building and resilience among children.

The initiative runs to July 19, 2026, or until the $100,000 fundraising target is reached. Videos submitted after that point may still be shared online but will not contribute to additional donations.

Social sharing drives participation

Participants are encouraged to nominate friends and family members to continue the challenge across social media platforms.

The campaign forms part of broader efforts tied to the FIFA World Cup 2026™, as brands and organisations increasingly use football-focused activations to connect social impact initiatives with fan participation online.

www.globalcitizen.org

www.metlife.com

Follow Marketing Report on LinkedIn