'You can't be what you can't see': a UN campaign aims to show 500 million young people the green jobs waiting for them

A young scientist restoring wetlands. An entrepreneur building a business from recycled plastic. A finance graduate funding solar farms. UNDP and UNICEF have launched 'See It, Be It' at the COP17 biodiversity summit in Armenia, a global campaign to reach 500 million young people by the end of 2027 with stories of real people already working in nature-positive, low-carbon careers — spanning science, agriculture, finance, communications and the creative industries. The agencies point to research showing young people's career expectations stay narrow because guidance rarely shows them the jobs the green transition is creating. 'Every child and young person deserves the chance to imagine a future full of possibility,' said UNICEF's Silvia Mestroni.

SDG 8 · Decent work and economic growth — Mechanism: behaviour campaign