When love is the answer: How Sergey Kosenko tackled racism at UNESCO

UNESCO has formalized a strategic partnership with Sergey Kosenko - popularly known as “Mr. Thank You” to his 67 million followers, to co-develop a global youth training program focused on digital content creation, emotional intelligence and anti-discrimination advocacy. The collaboration was initiated following Kosenko’s keynote address at UNESCO’s 2025 Masterclass Against Racism and Discrimination, held recently in Paris.

With more than 2 billion monthly views across platforms, Kosenko is widely regarded as one of the most influential content creators globally. His partnership with UNESCO marks a shift in how organizations leverage social media leaders to deliver impact education. The program will target underserved youth aged 15–30, combining practical IT skills with values-based digital storytelling to drive cross-cultural understanding and positive social change.

Key components of the program include technical modules in social media platform management, personal development workshops and sessions on digital entrepreneurship. The curriculum will also integrate creative mediums such as dance, visual storytelling and spoken word, creating a multifaceted approach to youth empowerment. Outcomes will include user-generated campaigns, multimedia content and the co-publication of an educator toolkit on anti-discrimination initiatives.

Kosenko’s Mr. Thank You Foundation and content series such as 'Reels Royce' and 'Awakening' already actively promote emotional intelligence and civic engagement through digital media. This initiative aims to scale those values to a global classroom setting. UNESCO’s move reflects a growing trend among international institutions to engage content creators as cultural ambassadors and agents of change.

In parallel to his philanthropic work, Kosenko serves as a partner at Mr. Eight Development, a leading luxury real estate firm based in the UAE. His lifestyle brand blends entrepreneurship with advocacy, aligning with the UAE’s Vision 2030 goals of innovation and inclusive growth. He lives in Dubai and Los Angeles, with his wife Sasha Belair and their son Leo.

The UNESCO x Mr. Thank You initiative serves as a model for integrating digital media, emotional intelligence and global citizenship into youth development programming. With implementation plans underway, the partnership is set to roll out pilot programs across Europe, the Middle East and Asia by Q1 2026.