PHYSICAL ACTIVITY AND SPORT AS A TOOL OF SOFT POWER AND SOCIAL ENGINEERING (THE EXPERIENCE OF THE «RIGHT TO PLAY» ORGANIZATION)

Abstract

The article provides a comprehensive theoretical and methodological substantiation of the role of physical culture and play-based activities as strategic instruments of «soft power» and social engineering. Amidst global humanitarian challenges, including armed conflicts and forced migration (2024–2026), the study examines the practical effectiveness of these tools through the lens of the international organization «Right To Play».

The research analyzes the historical genesis of the organization, tracing its evolution from the «Olympic Aid» fundraising model to a global entity driving systemic social change. Key success factors identified include the decentralization of management and the involvement of local staff, which ensured the adaptability of programs to the socio-cultural contexts of regions like Sierra Leone, Uganda, Mozambique, and Indigenous communities in Canada. The «learning through play» concept has proven effective not only in physical health improvement but also in bridging educational gaps and overcoming psychological trauma. Data from 2024 (e.g., literacy growth in Ghana, reintegration of out-of-school children in Pakistan) confirm that sport serves as a catalyst for cognitive development and emotional resilience.

The study highlights «Right To Play’s» successful advocacy at the highest diplomatic levels (G7, UN), leading to legislative shifts, such as the removal of discriminatory barriers for pregnant girls in Mozambique, and the mobilization of billions in educational investments. The UN's proclamation of the International Day of Play (June 11) is presented as a global recognition of play as a fundamental right. The role of the Athlete Ambassador Institute (nearly 200 elite athletes) is analyzed as a practical leadership model that inspires children in conflict zones. The findings emphasize the value of this global experience for developing psychosocial rehabilitation projects for war-affected children in Ukraine.