The beloved Smurfs are back and “smurfing up a global storm” through a new, impactful campaign aimed at empowering people to speak out for a better world. The iconic blue characters are teaming up with the UN Children’s Fund (UNICEF) and Paramount Pictures. They are leading the “Speak Up” initiative. This encourages children and adults alike to raise their voices on issues that matter.
The eight-week digital campaign was launched in June. It leverages the enduring popularity of the Smurfs. The goal is to inspire young people, their parents, and caregivers to take action. The initiative is a key part of the UN’s ActNow effort for the Sustainable Development Goals (SDGs). It focuses on empowering individuals. This is especially true for children, encouraging them to engage in community action.
VOICES FOR CHANGE: A STAR-STUDDED EFFORT
The campaign features Public Service Announcements (PSAs) and vibrant social media content. It incorporates voices from the cast of an upcoming Smurfs film. Notable participants include Rihanna, Hannah Waddingham, Billie Lourd, and Amy Sedaris.
Hannah Waddingham, who voices the character Jezebeth, emphasized the core message, stating, “The Smurfs know the importance of speaking up and speaking out because everyone, every child, has the right to be heard.”
Billie Lourd, who voices Worry Smurf, added, “The power to create change is already inside you. You just have to act.” Amy Sedaris (Jaunty) succinctly summarized the campaign’s ethos: “It’s easy if you follow the Smurfs’ blueprint. Small actions can add up to make a big difference.”
The videos guide viewers to a dedicated “Speak Up with the Smurfs” section on the ActNow platform. This section offers child-friendly tools and resources. These help facilitate engagement.
SMURFING YOUR VOICE FOR THE FUTURE
In Smurf-speak, the word “smurf” is highly versatile, serving as a noun, verb, or adjective. In this campaign, the message is clear: “smurf your voice, smurf your rights, smurf the future.” The initiative encourages everyone, regardless of age, to “smurf their voice” and contribute to a brighter future, one action at a time.
UNICEF’s involvement is central to ensuring the campaign reaches children globally and equips them to participate meaningfully in decisions affecting their lives.
GLOBAL REACH AND ACCESSIBILITY
The campaign is receiving extensive promotion across Paramount Global’s platforms, including CBS, MTV, Nickelodeon, BET, and Comedy Central, as well as streaming services like Paramount+ and Pluto TV, and the free-to-air network Net 10 in Australia. Smurf-themed content is also illuminating Times Square in New York City and appearing in markets across Europe, Latin America, and Asia.
To ensure broad accessibility, content is available in over a dozen languages, including Arabic, French, Spanish, Hindi, Kiswahili, and Japanese.
The Smurfs, first introduced in 1958, have long been known for their teamwork and cooperation. Their enduring appeal makes them ideal messengers for promoting global citizenship and encouraging positive change.