Guwahati, Assam, 22nd of November, 2025 : Children and adolescents across Assam and the Northeast states in India transformed World Children’s Day into a powerful movement for their rights, leading digital advocacy and on-ground action to end child marriage, keep girls in school and make communities safer for every child. With UNICEF’s mandate at the core — ensuring that every child survives, learns, is protected and can participate — the campaign placed young people at the forefront as creators, decision-makers and equal partners to government and civil society.
The observance of World Children’s Day 2025 was anchored by “My Day. My Rights. My Game.”, a new youth-generated digital storytelling series featuring adolescents from the Brahmaputra Volleyball League (BVL). Equipped with only mobile phones, young players documented their daily lives through video diaries and photo essays, capturing what their rights to education, protection and play look like at home, in school and on the volleyball court. The stories highlighted the gaps that still push children — especially girls — out of school and into early marriage. Amplified across social media and shared by influencers, the content reached more than one million people and mobilised strong public support. The content, amplified by UNICEF and BVL, helped generate a digital reach of more than 1 million, with youth mobilising influencers across districts to speak out against child marriage.
“When children tell their own stories, they do more than raise awareness — they shift social norms. Young people from Assam and the Northeast have demonstrated that they are not just recipients, but powerful partners in realising every child’s right to learn, be safe and play,” said Dr. Madhulika Jonathan, UNICEF Chief for Assam and the Northeast.
Leaders unite behind Children’s Voices
Senior leaders across governments and institutions publicly reinforced their commitment to children’s rights.
Assam Chief Minister Dr. Himanta Biswa Sarma said ensuring girls’ education and ending child marriage remain core state priorities. On World Children’s Day, Dr Sarma reaffirmed Assam’s commitment to nurturing safe, healthy and empowering spaces for every child to learn, play and grow. A future-ready Assam begins with its children.
Arunachal Pradesh Chief Minister Pema Khandu emphasised regional responsibility. “On World Children’s Day, we celebrate the innocence, strength, and limitless potential of every child. This day reminds us of our collective responsibility to ensure that children grow up in an environment that is safe, inclusive, and full of opportunities. Let us continue to invest in quality education, good health, emotional well-being, and the protection of every child’s rights,” hesaid.
Union Minister of Ports, Shipping & Waterways Sarbananda Sonowal called young people a driving force in shaping policy directions. “Children’s rights are human rights. On #WorldChildrensDay, let us resolve to protect every child, invest in their future and build a world where every young mind can grow with dignity, safety and opportunity,” he said.
Olympic Champion Medalist Mirabai Chanu, widely regarded as a role model for girls across India, appealed directly to families through her social media channels. “In communities like those playing in local volleyball and football leagues, young athletes are not just competing – they’re leading team talks on safety, inclusion, child marriage, education and mental well-being. They show us that when children are given space, they become powerful advocates for their own rights and those of their peers,” she said.
Musician Alobo Naga amplified the message through art and popular culture, noting, “Too often, adults talk about children instead of listening to them. This World Children’s Day, I’m using my platform to share their words: what’s the best part of their day, the hardest part, and what they’d change for every child. Our role is to listen without judgment and take their ideas seriously.”
Actress Kripalaxmi Gurumayum lent her support to the cause and said, “When children run, jump, kick, serve and dance, they’re not “wasting time” – they’re living their right to play, to health, to joy and to safe spaces. No child should have to trade practice time for early marriage, hazardous work or violence. Sport is not a luxury; it’s part of their rights.”
Boxers Ankushita Boro and Barbi Gogoi also urged communities to support girls in sports and education, saying participation builds confidence and leadership among young women.
Young People Shape Child Protection Systems
Child protection governance took a major step forward with the Honourable Chief Justice of the Gauhati High Court, Ashutosh Kumar proposing the establishment of a dedicated Juvenile Justice Secretariat for the Northeast. The Secretariat is expected to accelerate child-friendly judicial processes, improve coordination between justice and welfare departments and strengthen implementation of the Juvenile Justice Act in alignment with the UN Convention on the Rights of the Child.
The initiative reinforces UNICEF’s ongoing work with state judicial systems to ensure every child in contact with the law is treated with dignity and compassion.
Children #TakeOver Assam Police
In a symbolic handover of power, the “Vaartalap with Children” initiative saw children take the seat of the Director General of Police (DGP) for a day. They held structured dialogues with senior police officials on cyber safety, social pressure, school safety and protection of girls. The takeover enabled children to directly shape recommendations and provided police deeper insight into young people’s lived experiences. The programme strengthened institutional trust and collaboration between law enforcement and youth to improve safety at schools and within communities.
Influencers and landmarks go blue
To visually signal collective commitment, 45 landmark buildings across Assam and Meghalaya lit up in blue, including Janata Bhawan, Assam Legislative Assembly, Meghalaya High Court, Assam Police Headquarters, Police Commissionerates and police stations across 37 districts. The blue illumination symbolised solidarity with every child’s right to safety and education.
Alongside this, more than 20 political, cultural and sports influencers, including state leaders and Olympians, joined the digital campaign, generating over one million engagements and extending children’s voices beyond regional boundaries. Public figures, creative leaders and institutions amplified children’s voices across the region. Assamese actor–producer Aimee Baruah and RJ Mandy led the “Child in Me – #PromiseToChildren” campaign on Instagram, reaching nearly one million users with messages to end child marriage and support learning and mental well-being.
UNICEF Mission & Way Forward
The campaign advances UNICEF’s commitment across the Northeast to end violence, protect children from harmful practices such as child marriage, strengthen access to quality education and ensure institutions — schools, courts and police — are child-friendly and rights-based. UNICEF will continue to work closely with state governments, the judiciary, civil society, the private sector and young people to ensure sustainable change.
UNICEF reaffirmed that the Northeast is poised to become a model for child participation and youth leadership at the national level.
“Together, we are building a Northeast where every child can say with confidence: My day. My rights. My game.”
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